HUF

HUF founder Keith Hufnagel grew up skating in 1980’s New York, a time when skateboarding was not accepted and seen as a counterculture of outcasts, it was hip-hop and punk rock, a missunderstood subculture emerging from these gritty streets. In 1992, Hufnagel moved to San Francisco to pursue his skateboarding career and soon after turned pro, 10 years later he opened ‘HUF’ a small boutique with an aim to offer the most respected brands that the skateboard, streetwear, and sneaker communities had to offer. With its popularity, Hufnagel launched his own premium apparel, footwear and skateboarding range, though much has changed since the start of the brand, the core belief is still strong, skate boarding is a way of life, a skate-lifestyle and not just a hobby or sport.