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In Depth // HUF

16 Mar, 2023

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Boardertown

HUF Worldwide is a skateboarding and streetwear brand that was founded in 2002 by professional skateboarder Keith Hufnagel.

Born in New York City, Hufnagel grew up skateboarding in the city's bustling streets. In the 1990s, he moved to San Francisco to pursue skateboarding, and quickly became a fixture in the city's vibrant skateboarding scene, centered around the infamous EMB. Hufnagel was known for his smooth style and technical prowess, and he quickly became a sponsored skateboarder, riding for Real Skateboards, Stussy and Nike SB among other brands.

In 2002, Hufnagel decided to start his own brand, which he named HUF Worldwide. Inspired by Hufnagel's love for skateboarding, streetwear, and the culture that surrounds both, HUF's first store opened in San Francisco's Tenderloin district, and quickly became a hub for skaters and streetwear enthusiasts in the city.

HUF has been made a significant contribution to skateboarding, thanks in no small part to it's team which boasts some of the best skateboarders in the world, past and present including Dylan Rieder, Austyn Gillette, Cyrus Bennett, Nick Matthews and Mark Suciu. The team has also helped to elevate HUF Worldwide's profile within the skateboarding community, and has helped to establish the brand as a major player in the industry.

Over the years, HUF has worked collaboratively with artists, skaters and brands to bring new perspectives and concepts to HUF Worldwide's designs. Among the collaborations, HUF has worked with brands including Nike SB, Thrasher Magazine and Pleasures, artists like Haroshi, Steven Harrington and Todd Francis, and skaters including Dylan Rieder and Mark Suciu.

Through it's 20 year history, HUF Worldwide has remained forefront of the streetwear industry, pushing boundaries with bold design choices including their "F##K IT" print, Plantlife socks and the Haroshi finger which have become a favorite among skaters and streetwear enthusiasts around the world.

HUF Worldwide has had a profound impact on skateboarding culture and the streetwear industry. Its founder, Keith Hufnagel, remained a driving force behind the brand's success until his tragic passing in 2020, and his influence on the skate community continues to be felt through the HUF brand.

Shop New Zealand's best range of HUF Worldwide available online and in Boardertown stores nationwide.

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