Huf was founded on 2002 by Keith Hufnagel in San Francisco. Hufnagel felt the need to design clothes and shoes for the skate community that was not accepted back then. Being a professional skater himself he had the opportunity to travel all over the world and to reflect all the American skate "subculture" of the late 80’s on his products. That was the key of his success, considering that Huf is now one of the most popular street fashion brands.