From a small store in San Francisco to the global Streetwear label.

New York, late '80s.

The Skaters subculture was spreading like wildfire, even if not yet fully accepted by society: it was ghettoized, considered Punk Rock, Hip Hop, and often confused with these. The founder of HUF, Keith Hufnagel, grew up in this social context, among outcasts and misunderstood people who, like him, were part of a counterculture that expressed itself through the gritty skate rides in the streets of the Big Apple. This lifestyle has profoundly shaped Hufnagel's existential vision. In 1992, Hufnagel moved to San Francisco to pursue his passion for skateboarding. Here, after a short time, he became a professional Skater; which allowed him to travel the world with sponsors who supported him. Right in San Francisco, in the Tenderloin District, he opened his first boutique, and the first one dedicated to the skate world - with the intention of bringing together in one store all the most famous brands of Streetwear and Sneakers. The name of the store was none other than the initial of his surname: HUF. This is how what would become a global brand was born, a few years later.

"Go out and create your future - do it yourself, do it in style".

The store became immediately popular, as the first one dedicated entirely to the skaters community, evolving into an independent label of clothing, sneakers and accessories and high quality Skateboards.

"Made by skateboarders, for skateboarders."

The HUF Worldwide brand winks at American craftsmanship, Vintage design and technical fabrics: the garments, from Sweatshirts to tees and pants, are designed to pass any test of endurance, as if they were always worn by Skateboarders, who ride the board, fall and get up, then start all over again. The HUF style reflects the laid-back nature of sportswear, sophistication with graphics by contemporary artists and illustrators, and the spirit of skateboarding. The latest collection was born in collaboration with Steven Harrington, an American artist and designer, considered one of the greatest exponents of the contemporary Californian psychedelic-pop aesthetic. Harrington is known for his bright, playful style that encourages dialogue between artist and viewer. He takes inspiration from the mix of cultures living in Los Angeles and the bright colors of California sunsets. HUF x Steven Harrington mixes the two Cultures, Skate and Surf, in a unique, ironic capsule collection. Buy it online and in store at Urban Jungle. More info about the artist Steven Harrington can be found here: IG @s_harrington