"HUF IS THE FUTURE"

HUF looks to classic American craftsmanship, timeless vintage design, and an appreciation for fine-and-functional modern detail to produce quality goods that incorporate the past and present to create the future. The range integrates material and construction inspired by those specific garments that have endured the test of time, resulting in a product sufficiently suited to handle the abuses sustained by skateboarding. Accompanied by casual graphics and slogans, HUF offers a unique range that reflects sophistication while simultaneously incorporating that certain nonchalance so commonly associated with skateboarders and artists alike. 
Made by skateboarders, for skateboarders, HUF represents not only a more refined and forward-thinking skateboard brand, but also any individual inspired by the vast array of countercultures that parallel skateboard mentality. Do not settle for the status quo. Go out and create your own future – do it yourself, do it in style.
 

HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of New York City's late-80s. In those days, skateboarding was simply not accepted: it was punk rock, it was hip-hop, it was a counterculture of outcasts misunderstood by the masses. It was a way of life that would ultimately shape Hufnagel's outlook on life. 

 In 1992, Hufnagel moved to San Francisco to pursue his passion of skateboarding. He turned professional soon after, providing him a rare and rewarding opportunity to travel the world by means of his skateboard and the industry that supported him. Brought up by the very 'do-it-yourself' approach that came along with skateboarding, Hufnagel saw an opportunity to give back to that same community which had raised him, and opened a small boutique in 2002 on an offbeat block of San Francisco's Tenderloin District, the first of its kind. Its aim: to bring together under one roof the most respected brands that the skateboard, streetwear, and sneaker communities had to offer.  He named the shop HUF, and it quickly came to be recognized as the Bay Area's premier purveyor of hard-to-come-by goods. 



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