HUF | CCS.com

HUF

HUF Worldwide or just HUF Skateboarding started in 2002 as a little boutique store in San Francisco, California by Keith Hufnagel. Hufnagel’s intent with this little shop was to curate the top skateboard, streetwear, and sneaker brands on the market. HUF quickly became the go-to for hard to find gear in the bay area.


HUF’s popularity grew so fast, Hufnagel found it necessary to start his own line. The little store from San Francisco was soon producing HUF Worldwide apparel, reflecting Hufnagel’s tastes in skateboarding, streetwear, and the sneaker community. Hufnagel’s philosophy towards apparel design is rooted in his respect for skateboarding, which he sees as being much more than just a sport or a hobby.


HUF’s success and ability to seamlessly move through streetwear and sneaker culture as a skateboard brand comes from its respect and understanding of how each style/community are connected. In Hufnagel’s experience, skateboarding is a lifestyle teeming with creative subcultures including but not limited to music, art, photography, and fashion. Skateboarding is simply the common interest we all have, and has created a flat structure in which we can all interact with eachother free of prejudice or any kind of racial/social structure. Skateboarders are simply seen as skateboarders.


This vision and approach to design and running a skate business has earned HUF an immaculate reputation in the skate and streetwear industries. A reputation that allows for a shoe line, and opportunities to collaborate with streetwear brands and skate companies alike: HUF Shoes can be found on boutique shelves across the globe, while HUF collaborations range from the always anticipated HUF x Thrasher to HUF x British Millerain (a British manufacturer of waxed cotton).


The success of HUF can be attributed to its classic American craftsmanship details that include nods to vintage design and an attention to functional details, but more than anything, HUF wouldn’t be what it is without Keith Hufnagel. His respect for skateboarding remains the guiding principles for every season’s release.


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