Founder of HUF, Keith Hufnagel, began skateboarding in the late 80s in New York City. At that time, skateboarding was not widely accepted. It was like punk rock and hip-hop, a counterculture of outcasts not understood by the masses. In 1992, Hufnagel moved to San Francisco to continue pursuing his passion.

Soon after relocating, he became a professional. Embracing a “do-it-yourself” approach, he opened a small boutique gathering the most respected brands under one roof. He named the shop HUF. As the shop developed and its popularity grew, Hufnagel felt the need to introduce his own line of products. Under one brand, he collected everything he believed embodied skateboarding and street fashion. Nearly a decade after its creation, HUF transformed into an independent producer of high-quality clothing, footwear, and skateboarding products. HUF places a great emphasis on classic American craftsmanship, timeless vintage design, and appreciation for functional and modern details. It’s a brand created by skaters, for skaters.