In 1992, HUF founder Keith Hufnagel moved to San Francisco and became a professional skateboarder, offering him the opportunity to travel the world by means of his skateboard.
Wanting to give back to the communities that raised him, Hufnagel opened the first HUF boutique in 2002 on an offbeat block in San Francisco’s Tenderloin district. The store brought together the most respected skate, streetwear, and sneaker brands under one roof.
As it grew, Hufnagel launched his own collection, assimilating into one label which he felt epitomised the spirit of skateboarding and street culture.
Now 18 years on, HUF is based in Los Angeles and collaborate with artists, designers, photographers, musicians, and unconventional tastemakers. HUF is dedicated to pushing the culture forward, by refusing to conform to it.