HUF was inaugurated in August 2002 as a small shop in an unusual block of Sutter Street in San Francisco’s Tenderloin. His goal: to bring together the most respected brands that streetwear, footwear and skateboarding had to offer under one roof. That roof, however, proved too small. HUF rapidly come to be recognized as a leading provider in the Bay Area of hard-to-come-by goods. With its rapid growth and popularity, Hufnagel found the need to launch its own line, HUF, bringing together what he felt summed up the street and the community of skateboarding in a single label. What began as a solution to the frustration of finding what Hufnagel wanted to bring to San Francisco, soon became an independent producer of premium products. HUF now specialized in producing high quality clothing, shoes and skateboard, operating out of its headquarters in downtown Los Angeles.
Shaped by the culture in continuous and progressive evolution that is skateboarding, Keith Hufnagel has incorporated these qualities in the design and practices that make up HUF.Keith’s first love has always been and always will be skateboarding. He continues to return to its roots through the products and opportunities offered through the company, while retaining the respect and influence over the HUF has skateboards and streetwear community. Hufnagel is still very involved in the production and direction of HUF, and continues to travel the world on its edge with his team and friends, which helps to fuel and inspire his original vision.