Collection: HUF
HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of New York City's late-80s. In those days, skateboarding was simply not accepted: it was punk rock, it was hip-hop, it was a counterculture of outcasts misunderstood by the masses. It was a way of life that would ultimately shape Hufnagel's outlook on life.
Though much has changed over the course of the brand, Hufnagel still holds strong to the same core beliefs that drove him since day one. He sees skateboarding as more than just another 'hobby,' and something far from simply a 'sport;' he sees it as a way of life, a skateboard-lifestyle.
It is a lifestyle that he feels brings together a vast assortment of similar countercultures: from artists, to musicians, to photographers, to any creative like-minded individual. Skateboarding transcends race and social structure and exposes the individual to a world free of prejudice or restriction.
Driven by these ideals of selfexpression and the freedom for individual belief, he sees skateboarding as an extension of those very values that permeate American history and tradition. He attempts to express those standards through the concentrated collection that is HUF.
