HUF

Since professional skater Keith Hufnagel founded it as a small boutique in 2002, HUF has grown from a single retail location selling other manufacturers' products into a go-to brand for fans of skate culture-influenced shoes, hats, tees, winterwear, and accessories. Based in the Bay Area, HUF aims to capture the personality unique to the skateboard lifestyle. HUF believes skateboard culture is in essence a positive force that transcends petty prejudices based on race and social structure, and instead seeks to celebrate a diverse population of creative individuals. HUF products strike the right balance between vintage design, classic craftsmanship, and modern detail, leaving no doubt as to why skateboarders and individuals influenced by counterculture continue coming back for more.