HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of New York City's late-80s.

In 1992, Hufnagel moved to San Francisco to pursue his passion of skateboarding. 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.

Huf gets it's namesake from the last name of it's creator Keith Hufnagel. He opened his first store in New York and then expanded into LA. He hopes to one day open a flagship store in San Francisco where it all started. The designs and motifs in Huf's clothing are all inspired by Keith's younger years and New York & San Fran lifestyles. 

Huf has collabed with countless streetwear brands and has it's foothold in both skate and street fashion. The "Plant Life" collection skyrocketed the brands popularity and was carried on by works with Thrasher and one of best pro teams in the business.