HUF-owner Keith Hufnagel grew up skateboarding in the streets of New York City. Moving to San Francisco in 1992 to pursue his passion, he became a professional skateboarder, providing him a rare and rewarding opportunity to travel the world through the skateboarding industry. Out of his experience as a professional skateboarder, Keith acquired a unique view and ability to blend his inspiration from the cultures that surround him. This outlook became a vision, which materialized into what has become HUF.
HUF first opened its doors in August 2002 as a small store on an offbeat block of Sutter Street in San Francisco’s Tenderloin District. Its aim: to bring together the most respected brands that streetwear, footwear, and skateboarding had to offer under one roof. That roof, however, proved to be too small. HUF quickly came to be recognized as the Bay Area’s premier purveyor of hard-to-come-by goods. With its rapid growth and popularity, Hufnagel found the necessity to launch his own line, HUF, bringing together what he felt epitomized the streetwear and skateboard community into one label. What began as a solution to Hufnagel's frustration to find what he wanted to wear in San Francisco, soon evolved into an independent manufacturer of premium goods. HUF now specializes in the production of high-quality apparel, footwear, and skateboard products, and operates a renowned boutique through its Los Angeles flagship store.
Shaped by the ever-progressive and evolving culture that is skateboarding, Keith Hufnagel has incorporated these qualities into the design and practices that comprise HUF. Keith’s first love has always been and always will be skateboarding. He continues to give back to his roots through the products and opportunities he provides, maintaining the respect and influence HUF has over the skateboard and streetwear communities. Hufnagel remains extremely involved in the production and direction of HUF, and continues to tour the world on his board with his teams and friends, which helps fuel and inspire his original vision.