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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.

When skateboarders need great gear that is both stylish and practical, they turn to HUF. What started in the early 2000s as a boutique skateboarding shop in the Bay Area has become a worldwide leader in skateboard apparel, footwear, and outdoor accessories. Founder Keith Hufnagel uses his respect and knowledge for the skateboarding lifestyle — which is a lifestyle, thank you very much — to make skatewear and streetwear that reflects different subcultures while also melding them together. The HUF brand is one of the most respected in the industry and by the people who wear it every season.

We could keep gushing about how great HUF is, but we think you’ll see and feel it for yourself when you’re done in our HUF shop. Our clothing selection includes t-shirts, polo shirts, bomber jackets, skating pants, and sweatshirts for popping an Ollie or chilling at the club. We have HUF shoes for sale such as skate shoes, low-top sneakers and slide sandals. Grab a pair of crew socks with cheetah prints or stars and stripes, or toss on a 5 panel hat for riding down side streets. HUF is to skateboards as peanut butter is to jelly, and if you live and breathe the skating life, you’ll love their clothing.

There’s no need to huff and puff your way to a skate shop 10 miles away to find the latest line of HUF skate apparel. We have all the newest fashions along with old favorites at a price you have to see to believe. While you’re here, check out their other great accessories such as backpacks, throw pillows and dog leashes to give every part of your life the HUF treatment. Everything is made with their tried and true American craftsmanship that mixes vintage tributes, modern style and functional features. We ship orders over $50 for free and have free returns as well so you can save on your favorite skate gear.

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 come in a wide range of variety.

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.