HUF was founded in 2002 by professional skateboarder Keith Hufnagel. Growing up skating in New York City during the 1980s, Hufnagel's way of life was widely perceived as nothing but disruptive and rebellious. This misunderstanding proved to be a catalyst in Hufnagel’s life, ultimately leading him to create HUF Worldwide. Originally founded as an independent street and skate store in San Fransisco, HUF has steadily become one of the most popular urban menswear brands around the world. Hufnagel’s original ethos has remained true – the brand represents the expression of individuality and skateboarding culture through HUF clothing lines.