Founded by skateboarder Keith Hufnagel in 2002. HUF started life as a small boutique sho, on a forgotten corner of San Francisco's Tenderloin District. HUF's aim was to combine into one crazy cool ball of skateboardin' punky funk; the brands most respected and sort after, all under one roof. Word soon spread amongst the underground Skater subculture of Hufnagel's specialist shop, that dealt in choice cuts of rarefied cool.

As any brand grows, it of course changes, but the underlying philosophy and ethics that HUF embodies still hold strong today, the belief in skateboarding and it's associated lifestyle, it's ability to unite a wide array of creative countercultures from musicians, artists, skateboadrers, songwriters and sentient sneakers.