Growing up skateboarding on the streets of New York, and moving to San Francisco in 1992 to pursue his passion at a professional level, Keith Hufnagel opened the doors of his first store in August 2002. This small store on an offbeat block of Sutter Street above San Francisco's Tenderloin district, would soon grow to become the Bay Area's go-to store for a wide range of hard-to-come-by streetwear, footwear and skateboarding products.
With HUF's vision quickly gaining notoriety and after experiencing rapid growth and tremendous popularity, Hufnagel soon realised the next step in this natural progression would be to launch his own line. The HUF brand brought together what he felt best encapsulated the streetwear and skateboard community under one label. Borne from the frustration of not being able to find what he wanted to wear in San Francisco, Hufnagel engineered a solution in the shape of an independent, specialist manufacturer of high quality apparel, footwear and skateboard goods. Hufnagel continually seeks to incorporate the ever-evolving and progressive culture of skateboarding into the design and practices of the HUF brand.
To date, HUF has collaborated with some of skateboarding's biggest brands including Nike SB, Converse, Emerica and DVS and has had some of skateboarding biggest names repping their gear including Denis Busenitz, Alex Olsen and Omar Salazar.
To concentrate solely on perfecting his own brand, Hufnagel recently laid his original vision of opening a shop where he sold other people's brands to rest, and after nine years, closed the San Francisco store.
The HUF brand comprises a wide range of tees, shirts and jackets as well as an extensive collection of snapbacks, 5-panel caps and beanies.