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Founded by skateboarder Keith Hufnagel in NYC's gritty 1980s streets, HUF transcends skatewear. In 2002, Hufnagel opened the first HUF boutique in San Francisco, blending skate, streetwear and sneakers. Now based in LA, HUF is a global icon, a hub for rare goods and a catalyst for skate and street culture evolution. Known for a clean aesthetic, bold designs and top-tier craftsmanship, HUF is the epitome of non-conformity.