HUF founder Keith Hufnagel grew up skateboarding on the rough streets of 1980s New York City. He was part of the first generation of street skaters that formed amidst 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 using his skateboard. Wanting to give back to the communities that raised him, Hufnagel opened the first HUF store in 2002 in an off-center block of San Francisco's Tenderloin neighborhood, bringing together the most respected skate, streetwear and sneaker brands under one roof.
HUF quickly became known as the Bay Area institution for hard-to-find products, attracting a new era of like-minded skaters, artists, and creatives. As it grew, Hufnagel launched his own collection, assimilating into a single 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 is 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 high-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 hearts, and you?