HUF-founder and pro skateboarder Keith Hufnagel grew up skateboarding in the gritty streets of New York City's late-80's. In those days, skateboarding was simply not accepted - it was a counter culture of outcasts misunderstood by the masses. It was a way of life that would ultimately shape Hufnagel's outlook on life.
The HUF brand began as a small skateboard and streetwear boutique in San Francisco. It has since evolved into a premium apparel and footwear brand, represented through a vast assortment of countercultures and creative like-minded individuals.
