HUF is a skateboarding, streetwear and sneaker brand founded by professional skateboarder Keith Hufnagel. The roots of the brand go back to the gritty streets of 1980s New York, where Hufnagel grew up skateboarding. In 2002, he opened the first HUF boutique in San Francisco's Tenderloin, offering the brand's unique collection of skate, streetwear and sneakers.
HUF quickly became a well-known Bay Area institution, selling rare and sought-after merchandise and attracting skaters, artists, and creatives. As the brand grew, Hufnagel launched his own collection that embodied the spirit of skateboarding and street culture. Now based in Los Angeles, HUF is known for its clean aesthetic, provocative design and quality craftsmanship, collaborating with a variety of artists, designers, photographers and musicians.
The brand continues to push the culture forward with its progressive vision, refusing to conform and instead choosing to build, destroy and transform. HUF represents a collective of eclectic skateboarders and ambassadors who have been dedicated to the development of the skate and lifestyle scene for over 15 years.
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