Los Angeles, USA


Keith Hufnagel



HUF clothing is available on their website, various stockists, and at their stores located in New York, Los Angeles, Tokyo, Osaka, Nagoya, Harajuku, and Sendai.


Addressing the brand as HUF Worldwide recognizes the international reach and far-flung travels of not only HUF and its founder Keith Hufnagel, but also skateboarding lifestyle in general. HUF looks to represent the international skate scene through a wide, but inclusive variety of cultures, ideas, designs, competitions and collaborations. Not only that, but with multiple stores on two continents, HUF is literally worldwide.


Skateboarding is the most integral part of HUF’s brand DNA. Founder Keith Hufnagel has been skating his entire life, first in New York City in the ‘80s, and later professionally upon moving to San Francisco in 1992. The clothes, sneakers, and accessories HUF makes are built to withstand the rigors of a full day of skateboarding, but they’re also somewhat understated, giving HUF a non-chalant, cool vibe that’s within the ethos of skate culture. HUF puts its own work to the test too, running a 16-person skateboarding team that tours and competes all over the globe.


HUF founder Keith Hufnagel begins skateboarding and tagging around New York City, and picks up the nickname “HUF” after skating and tagging “HUF ONE” wherever he went. Around the city, however, there weren’t many safe spaces to skate, and it wasn’t accepted—both as a sport and a lifestyle—by mainstream American culture. Instead, as American counterculture, Hufnagel sees himself as an outcast, prompting him to turn his horizons elsewhere in search of a genuine skateboarding community and culture.


Hufnagel moves to San Francisco full-time to pursue a professional skateboarding career. He spends the next decade skating throughout the world and all over San Francisco, eventually putting his nickname HUF on products and clothing he’d wear as a pro.


Opens the first HUF store in San Francisco’s Tenderloin District, becoming the first store of its kind in the area. Hufnagel stocks rare skateboarding and streetwear clothes and sneakers, and eventually begins selling HUF-branded shirts and hats. To further his own brand, Hufnagel stops stocking other brands in-store, and focuses on building out HUF as a label.


HUF launches its first full apparel collection.


HUF ventures into footwear and forms its first skate team.


HUF closes its retail shops in San Francisco and Los Angeles, temporarily ending its physical brick-and-mortar presence as a brand.


HUF causes controversy with their “F*CK IT” apparel and footwear drops.


HUF launches its first signature shoe for skate-team member Dylan Rieder, who passes away in 2016 after a battle with cancer.


HUF re-opens a store in Los Angeles, returning to the Fairfax neighborhood where its first LA store was located. An outpost in Tokyo opens as well, bringing HUF’s physical presence international.


HUF’s New York City retail location opens, finally bringing a HUF store to Hufnagel’s native New York. HUF Osaka also opens, expanding HUF’s reach in Japan.


HUF collaborates with Budweiser for a fall “King of Beers” collection.

Latest Stories

  • Image on Highsnobiety

    New HUF – No Weed Socks, Just Nike Dunk Lows

    • Sneakers
  • Image on Highsnobiety

    4/20-Themed Collections That Aren't Embarrassing

    • Culture
  • Image on Highsnobiety

    HUF Honors Late Skateboard Legend Keith Hufnagel With a Retrospective Exhibition

  • Keith Hufnagel

    The Industry Pays Tribute to Skate Legend & HUF Founder Keith Hufnagel

  • huf betty boop capsule

    HUF Celebrates Betty Boop in Its Retro-Inflected Capsule

    • Style
  • tie dye vans feat HUF PacSun rick and morty

    10 Dope Tie-Dye Pieces for Under $100

    • Style
  • huf haroshi pink middle finger feature

    HUF & Haroshi Release Their Coveted Middle Finger Collectible in Hot Pink

    • Design
  • paddle8 skate decks 000 HUF Supreme andy warhol

    9 Rare Skate Decks to Cop in Highsnobiety x Paddle8's Joint Auction

    • Selects
  • huf dylan driver release date price HUF Dylan Rieder

    HUF’s Metallic Leather Dylan Driver Is Limited to 150 Pairs Worldwide

  • huf spring 2019

    HUF Exudes Its NYC Roots in Spring 2019 Collection

    • Style
  • future sneaker reselling feat GOAT Grailed HUF

    Special Report: This Is What the Future of Sneaker Reselling Looks Like

  • huf 002 skate video

    HUF Hits the Streets for Its Latest Skate Video

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.