HUF

Keith Hufnagel, the founder of HUF, grew up skateboarding in the bustling streets of 1980s New York City, immersed in a vibrant mix of countercultures including hip hop, punk, graffiti, and streetwear. Moving to San Francisco in 1992, he transitioned into a professional skateboarder, exploring the world through his skateboard. Motivated by a desire to give back to his roots, Hufnagel opened the inaugural HUF boutique in 2002 on a unique block in San Francisco’s Tenderloin district. This pioneering store brought together premier skate, streetwear, and sneaker brands under one roof.

HUF swiftly became renowned as the Bay Area's go-to destination for exclusive goods, attracting a new wave of skaters, artists, and creatives. Evolving over time, Hufnagel introduced his own collection that embodied the essence of skateboarding and street culture. Now headquartered in Los Angeles, HUF has garnered international acclaim as a leading skate and lifestyle brand. Collaborating with diverse artists, designers, musicians, and unconventional tastemakers, it serves as a hub for a community of eclectic skateboarders and ambassadors.

HUF exemplifies the progressive vision that has driven Hufnagel from the outset. Renowned for its sleek aesthetic, bold designs, and meticulous craftsmanship, HUF has steadfastly pushed cultural boundaries for over 15 years, refusing to conform, embodying the ethos: Build. Destroy. Rebuild.