HUF was founded in 2002 by professsional skateboarder Keith Hufnagel. Growing up skating in New York City during the 1980s, Hufnagel felt considerably ostracized by his peers. His way of life was widely perceived to be disruptive and rebellious. This common misunderstanding proved to be a catalyst in Hufnagel’s life, ultimately leading him to create HUF. Originally founded as an independent street and skate store in San Fransisco, HUF has steadily become one of the most popular urban menswear brands around the world. Hufnagel’s original ethos has remained true – the fashion line represents individuality and the limitless nature of skateboarding culture and encompasses apparel, footwear and skate hardware. However the spirit of HUF is embodied none more so than by their infamous 'Plant Life' socks.