HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of New York City's late-80s. In those days, skateboarding was simply not accepted: it was punk rock, it was hip-hop, it was a counterculture of outcasts misunderstood by the masses. It was a way of life that would ultimately shape Hufnagel's outlook on life.
HUF looks to classic American craftsmanship, timeless vintage design, and an appreciation for fine-and-functional modern detail to produce quality goods that incorporate the past and present to create the future. The range integrates material and construction inspired by those specific garments that have endured the test of time, resulting in a product sufficiently suited to handle the abuses sustained by skateboarding. Accompanied by casual graphics and slogans, HUF offers a unique range that reflects sophistication while simultaneously incorporating that certain nonchalance so commonly associated with skateboarders and artists alike.
Made by skateboarders, for skateboarders, HUF represents not only a more refined and forward-thinking skateboard brand, but also any individual inspired by the vast array of countercultures that parallel skateboard mentality. Do not settle for the status quo. Go out and create your own future – do it yourself, do it in style.
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