HUF
Description
American skateboarding and streetwear brand founded by professional skateboarder Keith Hufnagel, blending skate culture with classic craftsmanship. The brand is recognized for its counter-cultural aesthetic and significant influence on the San Francisco streetwear scene.
At a glance
- Founded
- 2002, San Francisco
- Founder
- Keith Hufnagel, professional skateboarder
- Based in
- Los Angeles now, per HUF's About page
- Known for
- Plantlife socks, per Complex
- Prices
- $230 jacket and $16 sock among the huf x Three 6 Mafia items on the homepage, undated, checked October 2026
Last verified · 4 sources · see sources
Who founded HUF
Boardertown says HUF was founded in 2002 by professional skateboarder Keith Hufnagel. Complex says it began as a brick-and-mortar shop in San Francisco, and HUF's About page says Hufnagel opened the first boutique in 2002 on an offbeat block in the Tenderloin district, calling him the HUF-founder. Boardertown says he was born in New York City and moved to San Francisco in the 1990s.
Complex reports that Hufnagel brought in investors around 2010 to start the footwear program, and that the original shop became a conduit for emerging brands such as Neighborhood, Original Fake and Supreme. We could not confirm from an opened source who owns HUF today.
What HUF makes
HUF's site navigation lists clothing including T-shirts, hoodies and sweatshirts, and jackets, and accessories including socks, jewelry, bags and decks. The brand's own wording describes it as renowned for its clean aesthetic, provocative designs and quality craftsmanship.
Complex says many know the brand for its iconic Plantlife socks, and describes a Fuck It slogan as a mindset more than a quippy slogan. Hanni El Khatib, interviewed by Complex, says Hufnagel had impeccable taste and was a selector for the original shop.
Collaborations
Complex reports that HUF worked on Nike shoes, including the HUF Blazer, and that shop and brand owners were flown to adidas headquarters in Nuremberg to design shoes, without giving dates. HUF's homepage lists collaborations with Three 6 Mafia, Toyota, Alien, Spitfire, Spider-Man, PROCLUB and Krink, and a Plantlife collection.
Where to buy HUF and what it costs
HUF's About page lists stores in the United States (HUF Hawaii in Kailua), Japan, Hong Kong and Taiwan. Its homepage shows a product catalogue with prices and a Sale navigation link.
The prices we could read were all from the huf x Three 6 Mafia collection on the homepage, checked in October 2026 shown in dollars with no date and no retail or sale label: a jacket at $230, a heavyweight hoodie at $120, the Most Known Unknown T-shirt at $45, a snapback hat at $42 and the Hypnotize Minds Plantlife sock at $16. These are collaboration pieces, so they are not a guide to HUF's regular range.
Price guide
- huf x Three 6 Mafia Jacket: $230 (HUF site, undated, checked Oct 2026)
- huf x Three 6 Mafia Heavyweight Hoodie: $120 (HUF site, undated, checked Oct 2026)
- huf x Three 6 Mafia Most Known Unknown T-Shirt: $45 (HUF site, undated, checked Oct 2026)
- huf x Three 6 Mafia Snapback Hat: $42 (HUF site, undated, checked Oct 2026)
- huf x Three 6 Mafia Hypnotize Minds Plantlife Sock: $16 (HUF site, undated, checked Oct 2026)
Single snapshots from press and retailers; prices change.
Sources · checked October 9, 2026
Frequently Asked Questions
When was HUF founded?
HUF was founded in August 2002 in Tenderloin, United States.
Who founded HUF?
HUF was founded by the late Keith Hufnagel.
Where is HUF located?
HUF was originally founded in Tenderloin, United States, but is more widely based in San Francisco, United States.
Who founded HUF?
Professional skateboarder Keith Hufnagel founded HUF in 2002, opening a shop in San Francisco.
Who owns HUF?
We could not confirm current ownership from an opened source. Complex reports that Hufnagel brought in investors around 2010.
Where is HUF from?
HUF started in San Francisco in 2002. Its About page says it is now based in Los Angeles.
How much is HUF?
On HUF's homepage in October 2026, the huf x Three 6 Mafia collaboration listed a jacket at $230, a hoodie at $120, a T-shirt at $45 and a sock at $16, with no date and no retail or sale label. These are collaboration pieces, not a guide to HUF's regular range.
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