HUF

HUF is a skateboarding and streetwear brand founded by professional skateboarder Keith Hufnagel in San Francisco in 2002. Built from Hufnagel's roots in New York and San Francisco street skating, the brand has grown into one of the most established names to come out of skate culture.

From New York to San Francisco

Keith Hufnagel grew up skating the streets of New York City during the 1980s, surrounded by the skateboarding, hip hop, punk and graffiti scenes that would later influence HUF.

In 1992 he moved to San Francisco and became a professional skateboarder, travelling around the world through skating before eventually opening the first HUF store in San Francisco's Tenderloin district in 2002.

The original shop brought together hard-to-find skateboarding, streetwear and footwear brands under one roof and quickly became an important part of the Bay Area skate scene.

The Start of HUF Clothing

As the shop grew, Hufnagel began producing HUF's own clothing. What started with relatively simple branded pieces developed into a full skate and streetwear label built around the same culture that had shaped him as a skateboarder.

HUF became known for combining clean logo pieces with more graphic-heavy designs, often pulling inspiration from skateboarding, art, music, graffiti and counterculture.

That mix is still a big part of the brand today. HUF can sit comfortably alongside traditional skate brands while having enough of its own identity to work as a wider streetwear label too.

HUF Skateboarding

Despite HUF's growth outside skateboarding, skating has always remained at the centre of the brand.

Over the years HUF has supported a long list of influential skateboarders, including Keith Hufnagel himself and the late Dylan Rieder.

The current HUF skate team continues that side of the brand with riders including Cyrus Bennett, Brad Cromer, Mason Silva, Dick Rizzo, Erik Herrera, Salomon Cardenas, Nick Matthews, Daiki Hoshino and Finn Pope.

HUF Collaborations

Collaborations have also become a major part of HUF.

The brand regularly works with artists, photographers, musicians, other skate companies and wider cultural names, using collaborations as an extension of the graphics, music and street culture that have surrounded HUF from the beginning.

Rather than sticking to one particular look, HUF has always been happy moving between understated skatewear and considerably louder graphics and concepts.

HUF at The Vines

HUF is exactly the kind of brand we like having at The Vines - genuinely rooted in skateboarding, but with enough history and personality to exist well beyond it.

We stock a changing selection of HUF t-shirts, sweatshirts, jackets, caps and accessories, alongside seasonal releases and collaborations.

You can shop the latest HUF collection online at The Vines or come and have a look in store in Solihull.