HUF was founded by Keith Hufnagel in 2002 as a San Francisco, California based retail store front. Keith's goal with HUF was to combine the best companies that skateboarding, footwear and streetwear had to offer under one roof. HUF quickly became a premiere location for hard to find goods and has since introduced their own line of HUF footwear, apparel and accessories. HUF team riders have included Keith Hufnagel, Joey Pepper, Peter Ramondetta, Dylan Rieder, Austyn Gillette, Dan Plunkett, Brad Cromer and Kevin Terpening amongst others.