HUF

HUF began with a shop. Keith Hufnagel grew up skateboarding in 1980s New York, moved to San Francisco in 1992 and turned professional. In 2002 he opened the first HUF boutique on an offbeat block in the city's Tenderloin district, stocking skate, streetwear and sneaker brands under one roof. It became known around the Bay Area for hard-to-come-by goods and drew skaters, artists and other creatives. As the shop grew, Hufnagel launched his own collection, pulling into one label what he felt captured skateboarding and street culture. HUF is now based in Los Angeles and works with artists, designers, photographers and musicians. The brand describes its look as clean, with provocative designs and quality craftsmanship.