HUF

HUF’s founder Keith Hufnagel continues to supply the brand with ongoing inspiration through seasonal collections of contemporary clothing, accessories and footwear, which for SS19 portrays his memories of and origins within New York City during the ‘90s. Known for its gritty, high energy character, the city’s streetscapes and subcultures are reflected through deep jungle greens, cobalt blues and black, stimulated by vivid pops of red and yellow which embody taxi cabs and bodega window displays. Relaxed cut and sew silhouettes offer casual looks, constructed from medium weight cotton blends which have been treated with garment washes and are enhanced by a range of custom graphics that together reflect gritty street textures and graffiti walls. Classical-inspired imagery features on the Road To Ruin T-Shirt which has a vivid coloured background which ties in with the idea of bright city lights, whilst a custom tie dye effect on the Ungrateful Fools T-Shirt sits behind a basketball themed graphic which nods to subtle retro athletic themes throughout the range.

HUF brings together like-minded characters who share an interest and passion for skateboarding, not only as a hobby but as a lifestyle. The brand showcases self-expression and is a creative outlet that stays true to Hufnagel’s original direction and beliefs. Known for confident graphics and super crisp finishes, the brand draws inspiration from travel, vintage American design and a desire to blend practicality with style.

Keith Hufnagel was known to tag spots in New York City with the word ‘HUF ONE’ before relocating to San Francisco to pursue his passion for skateboarding, which got him noticed by Supreme. Through his time with the brand, Keith was able to tour Europe and the Far East, places that are still used as inspiration today. In 2002, he created a retail space that specialised in skateboarding, footwear and streetwear, following the popularity of this, Hufnagel began to design his own range of apparel under the name ‘HUF’ which began as simple printed t-shirts and progressed into outerwear and accessories and the brand was born.