2. HUFWORLDWIDE.COM
ABOUT H U F
HUF-founder Keith Hufnagel grew up
skateboarding in the gritty streets of New York
City's late-80s. In those days, skateboarding was
simply not accepted: it was punk rock, it was
hip-hop, it was a counterculture of outcasts
misunderstood by the masses. It was a way of life
that would ultimately shape Hufnagel's outlook on
life.
In 1992, Hufnagel moved to San Fran-
cisco to pursue his passion of skateboarding. He
turned professional soon after, providing him a
rare and rewarding opportunity to travel the world
by means of his skateboard and the industry that
supported him. Brought up by the very 'do-it-
yourself' approach that came along with skate-
boarding, Hufnagel saw an opportunity to give
back to that same community which had raised
him, and opened a small boutique in 2002 on an
offbeat block of San Francisco's Tenderloin
District, the first of its kind. Its aim: to bring
together under one roof the most respected
brands that the skateboard, streetwear, and
sneaker communities had to offer. He named the
shop HUF, and it quickly came to be recognized
as the Bay Area's premier purveyor of hard-to-
come-by goods.
3. With its rapid growth and popularity,
Hufnagel found the necessity to launch his own
line, HUF, assimilating into one label what he
felt epitomized skateboarding, streetwear, and
sneaker fashion. Since its inception, HUF has
evolved into an independent manufacturer of
premium apparel, footwear, and skateboarding
goods.
Though much has changed over the
course of the brand, Hufnagel still holds strong
to the same core beliefs that drove him since
day one. He sees skateboarding as more than
just another 'hobby,' and something far from
simply a 'sport;' he sees it as a way of life, a
skateboard-lifestyle. It is a lifestyle that he feels
brings together a vast assortment of similar
countercultures: from artists, to musicians, to
photographers, to any creative like-minded
individual, skateboarding transcends race and
social structure, and exposes the individual to a
world free of prejudice or restriction. Driven by
these ideals of self-expression and the freedom
for individual belief, he sees skateboarding as
an extension of those very values that permeate
American history and tradition. He attempts to
express those standards through the concen-
trated collection that is HUF.
4. HUF looks to classic American crafts-
manship, timeless vintage design, and an
appreciation for fine-and-functional modern
detail 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 that
have endured the test of time, resulting in a
product sufficiently suited to handle the
abuses sustained by skateboarding. Accom-
panied by casual graphics and slogans, HUF
offers a unique range that reflects sophistica-
tion while simultaneously incorporating that
certain nonchalance so commonly associated
with skateboarders and artists alike.
Hufnagel's first love has always been Made by skateboarders, for skate-
and always will be skateboarding. He contin- boarders, HUF represents not only a more
ues to give back to his roots through the refined and forward-thinking skateboard
products and opportunities he provides
brand, but also any individual inspired by the
through the company, maintaining the respect
and influence HUF has over the skateboard, vast array of countercultures that parallel
streetwear, and sneaker communities. Hufna- skateboard mentality. Do not settle for the
gel remains extremely involved in the produc- status quo. Go out and create your own future
tion and direction of HUF, and continues to – do it yourself, do it in style.
tour the world on his skateboard with his
friends and teams, which helps fuel and
inspire his original vision. HUF WORLDWIDE DBC // EST 2002 // T-1 KCUF
5. HUFWORLDWIDE.COM
H U F S K AT E T EAM
mod el: P E P P E R P R O
mod el: H U F N A G E L P R
SPRING 2 O
0 13 SPRING 2
0 13
6. 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 it's Moonrise Kingdom
Favorite Skate Spot: San Francisco China Banks
7. 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
8. 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]
9. 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
10. 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
14. HUFWORLDWIDE.COM
H 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
Hufnagel's NYC skateboarding
roots with JanSport's 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 company's
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.
15. HUF x HAZE
New York City graffiti-artist Eric Haze made his debut on the streets of Manhattan in
the early 1970s, writing under the tag name 'HAZE.' Taking his efforts underground
into the NYC subway scene soon after, HAZE quickly gained notoriety during the
1980s in the art and graffiti world through his trademark letter-forms and unique hand
style. This distinct and inimitable style proved crucial to HAZE's success in later
years, as he opened his own design studio in 1986, becoming one of the first graffiti
artists to authentically capture the street art and hip hop scenes through graphic
design. After years of designing imagery and direction for some of hip hop and street
art's finest, HAZE turned to marketing himself, and in 1993 launched his own clothing
and design line, which has come to be recognized as one of the original producers of
street wear as we know it today.
Coming from a similar street-scene background through skateboarding, HUF founder
Keith Hufnagel has come together with HAZE in a collaboration that encapsulates
HAZE's very distinguishable graffiti lettering style with the clean aesthetic and design
of HUF. As part of HUF's Holiday 2011 Collection, the HUF x HAZE collaboration
features a series of three t-shirts, a snapback hat, and skateboard deck designed by
HAZE. 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 I
respect, we both have similar backgrounds in terms of our experience and motiva-
tions. Skateboarding and graffiti share similar roots in underground and street level
culture, and we have both created brands that are born out of the style and history
that we developed over time. The opportunity to collaborate together on design and
product is just another way to reinforce the passion we both share about these
cultures, while also keeping an eye on what we feel is still current. At the end of the
day, one of the main reasons I have always worked hard to maintain my independence
as both an artist and a brand, is having the creative freedom to work with like-minded
people like HUF who share essentially the same vision and values."
-Eric Haze
16. HUF x HAROSHI x DLX
HUF has partnered with Japanese artist Haroshi and Bay Area-
based skateboard distributor DLX Distribution on a collaboration
that incorporates the clean design aesthetic of HUF, the raw,
street-skating principles of DLX, and a combination of both
elements represented through the artwork of Haroshi.
Haroshi is a self-taught artist born in 1978 and currently based out
of Tokyo, Japan. Combining years of experience as a jewelry crafts-
man with his long-time passion for skateboarding, Haroshi has
developed a unique ability to salvage and hand-carve stacks of
used skateboard decks into extraordinary three-dimensional
wooden sculptures. Juxtaposing the rough, worn rails of the used
decks with the polished forms of their finished product, Haroshi
demonstrates an uncanny capability to create 'beauty out of
destruction.'
A professional skateboarder for DLX brands since 1992, HUF-
founder Keith Hufnagel sees a very relevant connection between
the way both DLX approaches skateboarding and Haroshi
approaches his art: seek out material of raw potential and refine it
into its finished form.
In honor of this collaboration, HUF and DLX sent Haroshi hun-
dreds of used skateboard decks skated by specific DLX team
riders. Drawing upon his philosophy that there is a significant
relationship between the skateboarder and his skateboard, Haro-
shi has transformed the very decks skated by these DLX team
riders into one-of-a-kind sculptures representative of the skaters
themselves.
17. 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
