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HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of 1980s New York City.  In 1992 Hufnagel moved to San Francisco and became a professional skateboarder, offering him the opportunity to travel the world by means of his skateboard. 

In 2002 Hufnagel opened his first multi brand store located in the Tenderloin District in San Francisco, California that sold popular brands in streetwear, shoes and skateboarding. HUF quickly came to be recognized as the Bay Area’s institution for hard-to-come-by goods, attracting a new era of skaters, artists, and like-minded creatives.  As it grew, Hufnagel launched his own collection, assimilating into one label what he felt epitomized the spirit of skateboarding and street culture.

HUF quickly came to be recognized as the Bay Area’s institution for hard-to-come-by goods, attracting a new era of skaters, artists, and like-minded creatives. As it grew, Hufnagel launched his own collection, assimilating into one label what he felt epitomized the spirit of skateboarding and street culture.

Now based in Los Angeles, HUF has become one of the most respected and pioneering skate and lifestyle brands worldwide. Collaborating with artists, designers, photographers, musicians, and unconventional tastemakers, it’s also a home to a collective of eclectic skateboarders and ambassadors.

HUF represents the progressive vision that has driven Hufnagel since day one. It is renowned for its clean aesthetic, provocative designs, and quality craftsmanship. For over 15 years, HUF has been dedicated to pushing the culture forward, by refusing to conform to it.

View our selection of hoodies, t-shirts, hats and more by HUF Worldwide.
47 products
  • HUF x Godzilla Destroy All Monsters SS Tee - White
    Buy HUF x Godzilla Destroy All Monsters SS Tee - White - Swaggerlikeme.com / Grand General Store
    Regular price
    $30.00
    Sale price
    $30.00
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  • HUF Godzilla Tour SS Tee - Black
    Buy HUF Godzilla Tour SS Tee - Black - Swaggerlikeme.com / Grand General Store
    Regular price
    $30.00
    Sale price
    $30.00
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    Unit price
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  • Men's HUF Barb Wire Classic H Pullover Hoodie - Black
    Buy Men's HUF Barb Wire Classic H Pullover Hoodie in Black
    Regular price
    $65.00
    Sale price
    $65.00
    Regular price
    $81.00
    Unit price
    per 
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  • Men's HUF Satin Baseball Jacket - Navy
    Buy Men's HUF Satin Baseball Jacket in Navy
    Regular price
    $65.00
    Sale price
    $65.00
    Regular price
    $118.00
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  • Men's HUF New Dawn Triple Triangle Hoodie - Bloodstone
    Buy Men's HUF New Dawn Triple Triangle Hoodie in Bloodstone
    Regular price
    $48.00
    Sale price
    $48.00
    Regular price
    $81.00
    Unit price
    per 
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  • HUF Prism Trail Crewneck Sweatshirt - Grey Heather
    Buy HUF Prism Trail Crewneck Sweatshirt - Grey Heather - Swaggerlikeme.com / Grand General Store
    Regular price
    $50.00
    Sale price
    $50.00
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  • HUF Open Bar Pullover Hoodie - Gray Heather
    Buy HUF Open Bar Pullover Hoodie - Gray Heather - Swaggerlikeme.com / Grand General Store
    Regular price
    $59.00
    Sale price
    $59.00
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  • Men's HUF New Video Format Triangle Pullover Hoodie - White
    Buy Men's HUF New Video Format Triangle Pullover Hoodie in White
    Regular price
    $65.00
    Sale price
    $65.00
    Regular price
    $81.00
    Unit price
    per 
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  • Men's HUF Emergency System Pullover Hoodie - Walnut
    Buy Men's HUF Emergency System Pullover Hoodie in Walnut
    Regular price
    $65.00
    Sale price
    $65.00
    Regular price
    $81.00
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  • Men's HUF Hot Dice Triple Triangle Pullover Hoodie - Natural
    Buy Men's HUF Hot Dice Triple Triangle Pullover Hoodie in Natural
    Regular price
    $59.00
    Sale price
    $59.00
    Regular price
    $81.00
    Unit price
    per 
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  • Men's HUF Heatwave Pullover Hoodie - Black
    Buy Men's HUF Heatwave Pullover Hoodie in Black
    Regular price
    $53.00
    Sale price
    $53.00
    Regular price
    $81.00
    Unit price
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  • Men's HUF Crown Stack Fleece Pant - Black
    Buy Men's HUF Crown Stack Fleece Pant in Black
    Regular price
    $48.00
    Sale price
    $48.00
    Regular price
    $81.00
    Unit price
    per 
    Sold out image Thanks Giving Sale Extra 15% Off - Applied at checkout