HUF is a Californian skate footwear and apparel label that was founded by Keith Hufnagel. He grew up skateboarding in the gritty streets of New York City's late-80s. In those days, skateboarding was simply not accepted: it was punk rock, it was hip-hop, it was a counterculture of outcasts misunderstood by the masses. It was a way of life that would ultimately shape Hufnagel's outlook on life.
The label aimed to fuse skateboarding, streetwear, and sneaker fashion and is inspired by vintage American craftsmanship, design, and functionality. Before long, the store began producing in-house goods and debuted an apparel line.They also offers a unique range that reflects sophistication while simultaneously incorporating that certain nonchalance so commonly associated with skateboarders and artists alike.
Made by skateboarders, for skateboarders, HUF represents not only a more refined and forward-thinking skateboard brand, but also any individual inspired by the vast array of countercultures that parallel skateboard mentality. Nearly a decade since its inception, HUF has evolved into an independent manufacturer of premium apparel, footwear, and skateboarding goods. Do not settle for the status quo. Go out and create your own future – do it yourself, do it in style.