HUF owner Keith Hufnagel grew up skateboarding in the streets of New York City and made his move to San Francisco in 1992 to pursue his passion of skateboarding where he became a professional. In San Francisco 2002 Hufnagel opened his first store under the HUF brand name and aimed to bring together the most respected brands that streetwear, footwear, and skateboarding had to offer under one roof. Shaped by the ever-progressive and evolving culture that is skateboarding, Keith Hufnagel has incorporated these qualities into the design and practices that comprise HUF.