Founded in 2002 by professional skateboarder Keith Hufnagel (RIP), HUF began as a small boutique shop in San Francisco’s Tenderloin district, curating rare and hard to find skate goods for the community. From these humble beginnings, the brand quickly grew into a globally recognized streetwear and skate label, staying true to its roots with a simple ethos: made by skateboarders, for skateboarders. Today, HUF blends premium design with skate culture, carrying the spirit of the streets into every collection.