HUF founder Keith Hufnagel grew up skateboarding on the rocky streets of 1980s New York City. He was part of the first generation of street skaters who formed among a melting pot of urban countercultures – hip hop, punk, graffiti, streetwear and other underground movements.
In 1992, Hufnagel moved to San Francisco and became a professional skateboarder, giving him the opportunity to travel the world on his skateboard. Wanting to give back to the communities that raised him, Hufnagel opened the first HUF boutique in 2002 in a quirky block in San Francisco's Tenderloin neighborhood, bringing together the most respected skate, streetwear and sneaker brands under one roof.
HUF was quickly recognized as the Bay Area's institution for hard-to-find merchandise, attracting a new era of like-minded skateboarders, artists and creatives. As he grew, Hufnagel launched his own collection, assimilating into one brand what he believed embodied the spirit of skateboarding and street culture.
Now based in Los Angeles, HUF has become one of the most respected and pioneering skate and lifestyle brands in the world. Collaborating with artists, designers, photographers, musicians and creators of unconventional tastes, it's also home to a collective of eclectic skaters and ambassadors.
HUF represents the progressive vision that has driven Hufnagel since day one. It is renowned for its clean aesthetics, provocative designs and quality craftsmanship. For more than 15 years, HUF has been dedicated to advancing culture, refusing to conform to it.
We have HUF tattooed on our heart, and you?