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Founded in 2002 by professional skateboarder, Brooklyn Banks OG, San Francisco hill bomber and big popper Keith Hufnagel, HUF is a brand that sets out to represent the world of skateboarding through a diverse array of cultural inspirations and ideas. With an abundance of passion and knowledge of skate culture, HUF seeks to create premium products, high quality apparel and accessories that are modeled after the constant progression and evolution that is the skate community.

Originally a small retail store located in San Francisco, they quickly became recognized as a core skateboarding shop in the Bay Area and began rapidly growing in popularity. Though the store was proving to be successful, Keith Hufnagel was not entirely happy with what the skateboard market had to offer and eventually launched his own independent line with the HUF name, manufacturing his own apparel, shoes and accessories, utilizing designs and ideas that he felt quintessential to skateboarding and the skate community.