HUF was founded in 2002 in San Francisco by legendary professional skateboarder Keith Hufnagel. What started as a small shop bringing together skate, streetwear, and sneaker brands quickly grew into one of the most influential labels in urban culture.

The brand carries in its DNA the essence of 90s skateboarding, blended with references from art, music, and counterculture. Each collection combines a laid-back style with an irreverent attitude, reflecting the energy of the streets and the freedom that skateboarding represents.

Recognized worldwide, HUF has become a symbol of community, authenticity, and resilience within streetwear. As Keith himself said, “Go out and create your own future. Do it yourself, do it in style.”