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, Dylan Rieder, Tyler Bledsoe, Jake Anderson, Dick Rizzo and Matt Gottwig skate for HUF.