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HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of 1980s New York City. He was part of an early street skating generation that came up amongst a melting pot of city countercultures such as hip hop, punk, graffiti, streetwear, and other underground movements.


The brand channels an ever-evolving skate culture into durable menswear designs and graphic print tees with standout branding are ideal for laid-back days.