HUF

Shop now for Huf skateboard shoes and skate clothing, shirts, jackets and caps. HUF began as a San Francisco based skate shop owned and operated by NYC skateboarding legend and one-time Real Skateboards professional Keith Hufnagel. In 2002, Hufnagel took the plunge to develop HUF into a brand in its own right, combining his expertise and knowledge of skateboarding, streetwear and sneaker fashion to launch the brand as an independent manufacturer of high quality skateboarding apparel and footwear.

The brand’s ethos is very much driven by the ideals of Hufnagel himself. Starting out skateboarding in New York City in the late 80s and early 90s, Keith was exposed to the ‘do-it-yourself’ attitude that was essential at a time when skateboarding was far less accepted by larger society than it is today. Turning pro in the early 90s, Hufnagel was lucky enough to travel the world for many years through skateboarding, connecting with likeminded individuals worldwide and furthering his understanding of skateboarding as method of connection with a wide spectrum of countercultures and creative individuals such as artists, musicians and photographers. Through his brand HUF, Keith aims to produce quality goods with strong design that will appeal to creative individuals.

HUF encompasses the values of timeless vintage design, traditional American craftsmanship and functional modern detailing to create premium goods that reference the past and present to create the future. The eye for detail in constructing HUF goods from suitable materials ensures that the final product is able to weather the abuses thrown at them by skateboarding. HUF successfully strikes the difficult balance of producing goods which embody an understated sophistication whilst simultaneously radiating a certain youthful charm in their graphics and slogans.

HUF is a forward-thinking skateboarding brand which stays firmly rooted in the act of skateboarding itself, with a well-selected team that represent the brand’s values and quality products specifically engineered for the act of skateboarding.

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