Founded in 2002 by professional skateboarder and world traveler Keith Hufnagel, HUF is a brand that sets out to represent the world of skateboarding through a diverse array of cultural inspirations and ideas. With an understanding of skateboarding culture, HUF seeks to create premium products, high quality apparel, skateboard products and footwear that are modeled after the constant progression and evolution that is the skateboarding community. They originally started out as a small retail store located in the Tenderloin District in San Francisco, California that sold popular brands in streetwear, shoes and skateboarding. Upon opening to the public they became recognized as a core skateboarding shop in the Bay Area and began rapidly growing in popularity. Though the store was proving to be successful, Keith Hufnagel was not entirely happy with what the skateboard market had to offer, and eventually launched his own independent line with the HUF name and began to manufacture his own skateboarding streetwear, shoes and accessories, utilizing designs and ideas that he felt quintessential to skateboarding and the community that embodies it. With a love and passion for skateboarding and world travel, Keith continues to be a part of HUF remaining involved in the direction, production and designs of products.