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In 2002 Keith Hufnagel a well - known, professional skateboarder in that time decided he wanted to pursue his passion further and opened his own small boutique store on an offbeat Block of San Francisco's Tenderloin District, the first of it's kind. Its aim: to bring together under one roof the most respected brands that the skateboard, streetwear, and sneaker communities had to offer.  He named the shop HUF, and it quickly came to be recognized as the Bay Area's premier purveyor of hard-to-come-by goods. Hufnegal was brought up by the very 'do-it-yourself' approach that came along with skateboarding and wanted this idea to come across through his designs and stores.

With its rapid growth and popularity, Hufnagel found the necessity to launch his own line, HUF, assimilating into one label what he felt epitomized skateboarding, streetwear, and sneaker fashion. Since its inception, HUF has evolved into an independent manufacturer of premium apparel, footwear, and skateboarding goods.


HUF looks to classic American craftsmanship, timeless vintage design, and an appreciation for fine-and-functional modern detail to produce quality goods that incorporate the past and present to create the future. The range integrates material and construction inspired by those specific garments that have endured the test of time, resulting in a product sufficiently suited to handle the abuses sustained by skateboarding. Accompanied by casual graphics and slogans, HUF offers a unique range that reflects sophistication while simultaneously incorporating that certain nonchalance so commonly associated with skateboarders and artists alike.