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 HUF worldwide and turned it into a brand in its own right, combining his expertise and knowledge of skateboarding, streetwear and sneaker fashion to launch the brand as a manufacturer of high quality skateboarding apparel and footwear. Josh Matthews, Brad Cromer, Dan Plunkett, Joey Pepper, Tyler Bledsoe, Jake Anderson, Dick Rizzo, Matt Gottwig, Nick Matthews and Mason Silva skate for HUF.