HUFWORLDWIDE.COMABOUT H U F HUF-founder Keith Hufnagel grew upskateboarding in the gritty streets of New YorkCitys late-80s. In those days, skateboarding wassimply not accepted: it was punk rock, it waship-hop, it was a counterculture of outcastsmisunderstood by the masses. It was a way of lifethat would ultimately shape Hufnagels outlook onlife. In 1992, Hufnagel moved to San Fran-cisco to pursue his passion of skateboarding. Heturned professional soon after, providing him arare and rewarding opportunity to travel the worldby means of his skateboard and the industry thatsupported him. Brought up by the very do-it-yourself approach that came along with skate-boarding, Hufnagel saw an opportunity to giveback to that same community which had raisedhim, and opened a small boutique in 2002 on anoffbeat block of San Franciscos TenderloinDistrict, the first of its kind. Its aim: to bringtogether under one roof the most respectedbrands that the skateboard, streetwear, andsneaker communities had to offer. He named theshop HUF, and it quickly came to be recognizedas the Bay Areas premier purveyor of hard-to-come-by goods.
With its rapid growth and popularity,Hufnagel found the necessity to launch his ownline, HUF, assimilating into one label what hefelt epitomized skateboarding, streetwear, andsneaker fashion. Since its inception, HUF hasevolved into an independent manufacturer ofpremium apparel, footwear, and skateboardinggoods. Though much has changed over thecourse of the brand, Hufnagel still holds strongto the same core beliefs that drove him sinceday one. He sees skateboarding as more thanjust another hobby, and something far fromsimply a sport; he sees it as a way of life, askateboard-lifestyle. It is a lifestyle that he feelsbrings together a vast assortment of similarcountercultures: from artists, to musicians, tophotographers, to any creative like-mindedindividual, skateboarding transcends race andsocial structure, and exposes the individual to aworld free of prejudice or restriction. Driven bythese ideals of self-expression and the freedomfor individual belief, he sees skateboarding asan extension of those very values that permeateAmerican history and tradition. He attempts toexpress those standards through the concen-trated collection that is HUF.
HUF looks to classic American crafts-manship, timeless vintage design, and anappreciation for fine-and-functional moderndetail to produce quality goods that incorpo-rate the past and present to create the future.The range integrates material and construc-tion inspired by those specific garments thathave endured the test of time, resulting in aproduct sufficiently suited to handle theabuses sustained by skateboarding. Accom-panied by casual graphics and slogans, HUFoffers a unique range that reflects sophistica-tion while simultaneously incorporating thatcertain nonchalance so commonly associatedwith skateboarders and artists alike. Hufnagels first love has always been Made by skateboarders, for skate-and always will be skateboarding. He contin- boarders, HUF represents not only a moreues to give back to his roots through the refined and forward-thinking skateboardproducts and opportunities he provides brand, but also any individual inspired by thethrough the company, maintaining the respectand influence HUF has over the skateboard, vast array of countercultures that parallelstreetwear, and sneaker communities. Hufna- skateboard mentality. Do not settle for thegel remains extremely involved in the produc- status quo. Go out and create your own futuretion and direction of HUF, and continues to – do it yourself, do it in style.tour the world on his skateboard with hisfriends and teams, which helps fuel andinspire his original vision. HUF WORLDWIDE DBC // EST 2002 // T-1 KCUF
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J O EY PE PPE R Name: Joey Pepper Age: 33 Sponsors: Expedition, HUF, Imperial Motion, Autobahn, Independent, Orchard Skateshop Current Projects Outside of Skateboarding: Woodworking at Workshop Design Build Hobbies: woodworking, fishing Favorite Skate Video: Eastern Exposure Favorite Movie: Right now its Moonrise Kingdom Favorite Skate Spot: San Francisco China Banks
DAN PLU N K ET T Name: Daniel David Plunkett Age: 27 Sponsors: Skate Mental, HUF, Spitfire, Thunder, Stratosphere, Deck Specks Current Projects Outside of Skateboarding: Bender Sunday Hobbies: Fixing up my bike. Nothing much. Favorite Skate Video: Toy Machine - Welcome to Hell
J O S H MAT T H EW S Name: Josh Matthews Age: 25 Sponsors: HUF, Think, Spitfire, Venture, Lucky Current Projects Outside of Skateboarding: livin Hobbies: nature, camping, family Favorite Skate Video: Tiltmode - Man Down Favorite Movie: Airplane Favorite Skate Spot: unknobbed library [SF]
B R AD C R O M E R Name: Brad Cromer Age: 24 Sponsors: Krooked, HUF, Thunder, Spitfire, Superbrand, Shred Shed Skateshop Current Projects Outside of Skateboarding: been messing around with Final Cut [video editing] Hobbies: bowling, pool, skateboarding, beach Favorite Skate Video: Alien Workshop - Photosynthesis Favorite Movie: any Wes Anderson film Favorite Skate Spot: any flatground
K E IT H H U FNAG E L Name: Keith Hufnagel Age: 38 Sponsors: Real Skateboards, Thunder, Spitfire, HUF, BenG, IVI Current Projects Outside of Skateboarding: HUF, the battle of my life Hobbies: skateboarding, surfing, snowboarding, photography, art Favorite Skate Video: Blind - Video Days Favorite Movie: Casino Favorite Skate Spot: Brooklyn Banks
HUFWORLDWIDE.COMH U F LO O K B O O K S HUF LOOKBOOK SUMMER 2012
HUFWORLDWIDE.COMH U F CO L L AB O R AT I O N S HUF x JANSPORT 2011 HUF partners up with legendary backpack producer JanSport to collaborate on a one-of-a-kind pack combining the design aesthetic of HUF-owner Keith Hufnagels NYC skateboarding roots with JanSports rugged construction. HUF x NIKE SB 2009 H U F x CLICH E 2011 Cliche Skateboards was founded in 1997 by French pro skateboarder Jeremie Daclin. Never one to buckle under the demands of the mainstream, Daclin has maintained an air of originality in Cliche through the companys do-it-yourself approach to skateboarding as a brand. From organizing nomadic "Gypsy" skate tours, to collaborating with only the finest in skateboarding and street-wear brands and artists, Cliche has successfully made their mark on the American skateboard scene without ever losing touch with their French origins. The very name of the brand, "Cliche," is essential to its philosophy as a company: it is one of the few words understood in both French and English that is able to transcend cultural barriers, much in the same way Daclin seeks to transcend geographical ones in skateboarding.
HUF x HAZENew York City graffiti-artist Eric Haze made his debut on the streets of Manhattan inthe early 1970s, writing under the tag name HAZE. Taking his efforts undergroundinto the NYC subway scene soon after, HAZE quickly gained notoriety during the1980s in the art and graffiti world through his trademark letter-forms and unique handstyle. This distinct and inimitable style proved crucial to HAZEs success in lateryears, as he opened his own design studio in 1986, becoming one of the first graffitiartists to authentically capture the street art and hip hop scenes through graphicdesign. After years of designing imagery and direction for some of hip hop and streetarts finest, HAZE turned to marketing himself, and in 1993 launched his own clothingand design line, which has come to be recognized as one of the original producers ofstreet wear as we know it today.Coming from a similar street-scene background through skateboarding, HUF founderKeith Hufnagel has come together with HAZE in a collaboration that encapsulatesHAZEs very distinguishable graffiti lettering style with the clean aesthetic and designof HUF. As part of HUFs Holiday 2011 Collection, the HUF x HAZE collaborationfeatures a series of three t-shirts, a snapback hat, and skateboard deck designed byHAZE. For more information on HAZE, visit www.interhaze.com"Besides the fact that Keith [Hufnagel] is a friend and HUF is a cool brand that Irespect, we both have similar backgrounds in terms of our experience and motiva-tions. Skateboarding and graffiti share similar roots in underground and street levelculture, and we have both created brands that are born out of the style and historythat we developed over time. The opportunity to collaborate together on design andproduct is just another way to reinforce the passion we both share about thesecultures, while also keeping an eye on what we feel is still current. At the end of theday, one of the main reasons I have always worked hard to maintain my independenceas both an artist and a brand, is having the creative freedom to work with like-mindedpeople like HUF who share essentially the same vision and values."-Eric Haze
HUF x HAROSHI x DLXHUF has partnered with Japanese artist Haroshi and Bay Area-based skateboard distributor DLX Distribution on a collaborationthat incorporates the clean design aesthetic of HUF, the raw,street-skating principles of DLX, and a combination of bothelements represented through the artwork of Haroshi.Haroshi is a self-taught artist born in 1978 and currently based outof Tokyo, Japan. Combining years of experience as a jewelry crafts-man with his long-time passion for skateboarding, Haroshi hasdeveloped a unique ability to salvage and hand-carve stacks ofused skateboard decks into extraordinary three-dimensionalwooden sculptures. Juxtaposing the rough, worn rails of the useddecks with the polished forms of their finished product, Haroshidemonstrates an uncanny capability to create beauty out ofdestruction.A professional skateboarder for DLX brands since 1992, HUF-founder Keith Hufnagel sees a very relevant connection betweenthe way both DLX approaches skateboarding and Haroshiapproaches his art: seek out material of raw potential and refine itinto its finished form.In honor of this collaboration, HUF and DLX sent Haroshi hun-dreds of used skateboard decks skated by specific DLX teamriders. Drawing upon his philosophy that there is a significantrelationship between the skateboarder and his skateboard, Haro-shi has transformed the very decks skated by these DLX teamriders into one-of-a-kind sculptures representative of the skatersthemselves.
H U F PR E S S/ E D ITO R IAL TRANSWORLD SKATEBOARDING SIZE MAGAZINE CHINA VOL. 30, JUNE 2012 VOL 39, MAY 2012 FRONT MAGAZINE BRIGHT MAGAZINE ISSUE 164 & 170 ISSUE 05, SUMMER 2011