Founded by the former pro skater Keith Hufnagel in San Francisco, HUF is an independent manufacturer of skatewear, street clothing and skateboarding goods. The brand sees skateboarding as a lifestyle that brings together different subcultures and types of creatives: musicians, skaters, photographers, designers. Following this vision and the traditional skateboarding DIY approach , HUF was born in 2002 to provide skaters with premium streetwear and sneakers, as well as gathering creatives and athletes. Following the “made by skateboarders for skateboarders” motto, HUF combines American vintage design with durable materials and highly resistant fabrics into cutting-edge collections that are mostly composed of short-sleeved T-shirts, hoodies, chino pants, outerwear and caps. HUF apparel pays special attention to resistance and function; the brand uses only materials that have endured the test of time, thus enough suited to handle the stress that comes from skateboarding. Besides functionality, HUF adds to every collection a lineup of seasonal graphics, pop culture references and rip-off prints that reflect the brand’s vision of modern society. Despite dealing with different topics and issues throughout all its collection, HUF maintains a strong influence on skateboarding and, more generally, on the whole street culture. The brand still actively contributes to reshape the borders and determine the context of counterculture.
How can be HUF considered?
HUF is an independent skate brand that manufactures premium footwear, apparel and skateboard gears, founded and closely linked to the figure of the former American pro skater Keith Hufnagel. Besides being the founder, Hufnagel has been for years the only man in command, choosing which path to follow and thus determining the success of his brand. HUF is the transposition of his values and ideas into a brand - skateboarding as lifestyle, the absolute rejection of prejudices and status quo, a strong belief in self-determination. HUF collections convey the same positive vibes as seen in Keith Hufnagel as a person, and the same light-hearted approach to the future.
Where to buy HUF?
SPECTRUM offers a huge variety of HUF clothing that includes the latest collection and drops, as well as selected collaborations and must-have items excluded from the traditional seasonal logic, such as logo sweatshirts and tees. Like happened with many other skate brands, HUF started from a small core of hoodies, longsleeves and chinos to later extend its offering by including sneakers, pile fleeces, knitwear, shirts, outerwear and even more. The aesthetic part is curated by a team of creatives who try to replicate Keith Hufnagel’s vision on fabric. Rip-off graphics and pop culture references are everywhere, interpolated with plain logo prints and vintage mentions. The brand also incorporates some unique patterns as the Plantlife motif, an all-over marijuana leaves print that usually adorns socks, sweats and accessories.