HUF clothing was created from the inspiration collected by its founder - Keith Hufnagel - during the many years of travelling the world through being a professional skateboarder. From seeing and experiencing a huge array of different cultures from around the world, HUF opened his original store in the Tenderloin district of San Francisco in 1998. Initially the store carried the streetwear and sneaker brands that HUF himself admired before he created a small line of HUF branded clothing that rapidly grew.
Skateboarding has always been at the forefront of HUF's design language and today they produce a high level of quality craftsmanship that runs through all their clothing, socks, footwear and accessories. HUF continues to take an influence from the surrounding worlds of skateboarding - fashion, streetwear and sneakers, which all pitch into the design process and refine the details.