HUF is a brand founded by Keith Hufnagel, who grew up skateboarding in the gritty streets of late-80s New York City. At that time, skateboarding was seen as punk rock, hip-hop, and a counterculture embraced by outcasts. This way of life shaped Hufnagel's perspective and led him to pursue his passion by moving to San Francisco in 1992 to skateboard professionally.

Inspired by the DIY mentality of skateboarding, Hufnagel opened a boutique called HUF in San Francisco's Tenderloin District. The shop aimed to unite the most respected brands in skateboarding, streetwear, and sneakers. Over time, HUF has evolved into an independent manufacturer of premium apparel, footwear, and skateboarding goods.

HUF's range of products reflects a combination of classic American craftsmanship, timeless vintage design, and modern functionality. The brand integrates high-quality materials and construction, making their goods durable enough to withstand the demands of skateboarding. HUF is not just a skateboard brand; it represents a lifestyle that celebrates self-expression, creativity, and freedom from prejudice or restriction.

Hufnagel remains deeply involved in the brand's production and direction while continuing to skate and inspire others with his original vision. Join the HUF community and embrace a refined skateboard brand that inspires you to create your own future in style