HUF Alarm T-shirt - mauve

HUF is the streetwear brand opened in 2002 by the late pro skater Keith Hufnagel (1974–2020) in San Francisco's Tenderloin — born as a boutique store, now one of the defining skate apparel labels in the western world. T-shirts, hoodies, sweatshirts, caps, beanies and pants carrying the iconic H logo, the Plantlife line and regular Thrasher collabs.

Heritage — from Brooklyn Banks skater to streetwear brand

Keith Hufnagel started skating at the Brooklyn Banks in New York as a teen, turned pro in California in 1993 with Fun Skateboards and later with Jim Thiebaud's Real Skateboards. In 2002 — on a suggestion from his then-wife Anne Freeman — he opened the first HUF Worldwide store in San Francisco's Tenderloin. The store first carried Supreme and other boutique labels alongside skate art. By 2007 HUF had become a lifestyle brand in its own right. In late 2017 Hufnagel sold HUF to TSI Holdings. Keith passed in 2020 — the brand continues, with a clear line back to its SF skate roots.

Which HUF products fit which skater?

• HUF Tees — the foundation. Classics like the H Star Multi Tee, Nightmare, Deep Freeze, Goat Luau, plus collab tees (HUF x Thrasher Logo Tee, HUF x Jack Skellington). Heavy cotton, US cut.
• HUF Hoodies & Sweatshirts — Plantlife Speckled, Bolt Hoodie, Tie Dye 89 Logo, Huforola Hoodie. Heavyweight fleece, generously cut drops.
• HUF x Thrasher — the long-running collaboration with Thrasher Magazine. Logo Tee, Logo Hoodie. If you love the pairing, this is where it lives.
• HUF Caps, Beanies, Socks — Plantlife sock line, Vogel Balaclaca, caps with the H logo.
• HUF Pants & Shorts — Cromer Washed Pant, Cromer Short in Indigo Earth. Cut for skating.

What sets the brand apart

HUF stands for skate streetwear with real pro-skater roots. Keith Hufnagel wasn't a designer who invented a brand, he was a respected SF pro — and that still shapes the pant cut, tee fit and the choice of collaborators (Thrasher is skate-magazine DNA). HUF pairs naturally with brands like Polar or Parlez — and the apparel works with skate setups from Krooked, Real or Spitfire.

FAQ

Who was Keith Hufnagel?
American pro skater (1974–2020), grew up skating the Brooklyn Banks in New York, turned pro in SF for Real Skateboards. Founder of HUF (2002).

Is HUF still owned by the Hufnagel family?
No. Keith Hufnagel sold HUF to TSI Holdings in late 2017. The brand continues under the H logo.

What is the Plantlife line?
Plantlife is HUF's cannabis-themed series — iconic in streetwear, with socks, tees and caps featuring marijuana leaf prints. A staple of the catalog.

What are the HUF x Thrasher drops?
Recurring collaborations with Thrasher Magazine: Logo Tee, Logo Hoodie. Links two of the most recognizable names in skate.

How does HUF fit size-wise?
US cut, on the looser side (true to size, or down a size for a tighter fit). Hoodies tend toward oversized.

How fast does HUF ship?
Everything ships from our Giessen warehouse in 1–2 business days. Drop us a line for sizing help.