Brand Focus: HUF
Beginning life in 2002 in the form of a single footwear store in LA, HUF originated through the founder, Keith Hufnagel's passion for skateboarding and interest in bringing the best of streetwear to his local community. The success of the original single store stocking iconic brands like Supreme and Original Fake quickly led to a further four stores and the initial development of the HUF label in its own right, aiming to represent the skate scene holistically through a wide variety of styles and influences.
The popularity and success seen in the early stages of the brand's first line of apparel led to a period of rapid growth; initial expectations were quickly being exceeded and the selection and variety of products offered by HUF needed to grow in unison. A number of experiments across different product ranges followed, ranging from leather jackets to novelty socks and everything in between in an attempt to satiate an ever-growing desire for something new and unique in the streetwear space. Wide-reaching collaborations ensured that the line always remained fresh; even when signature pieces were included as part of a collection, new twists were always added to be certain of a second look from every customer.
From Budweiser to Toyota, Pleasures to Nike, one specialty of the HUF brand has always been collaborations. Not only serving as a tribute to the names in question, they have served as a catalyst for creativity and continue to help craft some of the most unique pieces from the brand in every collection; often blending nostalgia with a more contemporary style to appeal to a much larger demographic than either brand could alone. Rather than restricting themselves to collaborations simply within the fashion space, HUF have cast their net across industries and sectors to ensure unique results.
Over the years, HUF have earned their place at the top table of the streetwear and skateboarding scene through an inimitable heritage and commitment to promoting the skating lifestyle and hobby. Unique designs and collaborations throughout the years have cemented the brand's place amongst names that they originally stocked themselves, with only more to come in future.
