Founded by the former pro skater Keith Hufnagel in San Francisco, HUF is an independent manufacturer of skatewear, street clothing and skateboarding goods. The brand sees skateboarding as a lifestyle that brings together different subcultures and types of creatives: musicians, skaters, photographers, designers. Following this vision and the traditional skateboarding DIY approach , HUF was born in 2002 to provide skaters with Read more…
premium streetwear and sneakers, as well as gathering creatives and athletes. Following the “made by skateboarders for skateboarders” motto, HUF combines American vintage design with durable materials and highly resistant fabrics into cutting-edge collections that are mostly composed of short-sleeved T-shirts, hoodies, chino pants, outerwear and caps. HUF apparel pays special attention to resistance and function; the brand uses only materials that have endured the test of time, thus enough suited to handle the stress that comes from skateboarding. Besides functionality, HUF adds to every collection a lineup of seasonal graphics, pop culture references and rip-off prints that reflect the brand’s vision of modern society. Despite dealing with different topics and issues throughout all its collection, HUF maintains a strong influence on skateboarding and, more generally, on the whole street culture. The brand still actively contributes to reshape the borders and determine the context of counterculture.