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Keith Hufnagel was one of the outcasts of punk and hip-hop culture in the streets of New York in the 1980s, where no one but his peers understood him and his passion for skateboarding. When San Francisco became the mecca for all skaters in the early 1990s, young Keith naturally couldn't resist and moved there in 1992, opening the very first official skate shop in history to unite all the local riders, offering a wide range of his favorite brands.

His little shop named HUF quickly became popular throughout the city from the rundown Tenderloin District in San Francisco. Seeing this potential, Hufnagel decided to seize his chance fully and created his own brand, named after the shop.

Less than 10 years later, it had unmistakably become one of the top skateboarding and streetwear brands. From day one until today, Hufnagel has held onto the same beautiful and noble idea. “Skateboarding is definitely more than just a hobby and certainly more than a sport. Skateboarding is a lifestyle that, through its community and culture, raised me and will raise many others.”