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HUF was founded in 2002 by professional skateboarder Keith Hufnagel. Huf set out to bring skateboarding, streetwear and other cultural inspirations to his wide assortment of premium high quality apparel. Originally starting out in a small shop in the Tenderloin District of San Francisco, CA, HUF now has store locations in SF, LA and Tokyo. Keith Hufnagel passed away on no notice in 2020 however, HUF as a brand continues to keep his legacy alive and push the skateboarding/streetwear culture.