Huf Clothing was launched in 2002 in San Francisco in the US.
It all began with the founder Keith Hufnagel who utilised his passion for skateboarding to found the brand.
Keith during his youth was a keen boarder but quickly found that skate boarding was not an acceptable past time and so moved to San Francisco where boarding was more accepted. Due to his passion for his board he was humorously nicknamed 'Huf' by his friends and this is where the brand got its name. He turned professional and toured all over the world learning his profession. He also became aware of the brands associated with the sport and quickly realised that there was a market for fashion led attire which could be worn both off and on the skateboarding circuit.
Initially Huf clothing was started on a low level with just a few t-shirts and hats made but later on due its success the brand developed and expanded its hats and tees and developed further clothing ranges.
The first shop was opened in Sutter, San Francisco in 2002. Keith stated that his idea for the brand was not a planned business based idea but being involved with the sport at the highest level gave him a good oversight of the world around it and the lack of suitable fashion based clothing. He utilises his brand to promote skateboarding as not just simply a sport but a way of life. Huf now has a wide range of attire, accessories and footwear all reflective of the brands motto. .
Huf promotes the idea of bringing together groups of like minded individuals both on in artistic sense from artists and musicians to sportsmen in support of the way of life that skateboarders have. It also promotes the ideals of equality both in terms of class structure, colour, creed, religion to ensure the world is free from prejudice and restriction.
Huf uses iconic American vintage designs and craftsmanship with an appreciation for fine and functional modern detail in its clothing and accessory ranges in order to look to the past but to merge with the future. It also ensures its ranges are durable and long lasting enough to wear whilst boarding and are fit for purpose.
Hufnagal still ensures his products accurately reflect what's happening in the skateboard world today and his products are well respected in the world of skateboarding, street wear and within the sneaker world due to the brand holding its identity true. Made for skateboarders by skateboarders is the true and telling message of the brand Huf.