HUF is a streetwear and skateboarding brand that was founded in San Francisco, California, in 2002 by Keith Hufnagel. Hufnagel, a professional skateboarder and streetwear enthusiast, decided to create his own brand after noticing a gap in the market for streetwear that was both stylish and functional.
The brand's name, HUF, is a reflection of its founder's name, but also a nod to the street culture that inspired it. HUF began as a small boutique store in San Francisco's Tenderloin district, but quickly gained a loyal following among the city's skateboarders and fashion enthusiasts.
HUF's first collection included a range of t-shirts, hats, and socks featuring the brand's signature logo, a stylized graphic of a plant with the word "HUF" written on it. The logo quickly became an icon in the streetwear and skateboarding community and has since become synonymous with the brand.
Over the years, HUF has expanded its collection to include a wide range of streetwear and skateboarding apparel, including HUF clothing, shoes, and accessories. The brand's designs are heavily influenced by street culture, skateboarding, and art, making them highly sought-after by fashion enthusiasts and skateboarders alike.
Today, HUF is a global brand with a strong presence in the streetwear and skateboarding communities. Despite its success, the brand has remained true to its roots and continues to be inspired by the same street culture that inspired its founding.