In 2002, Keith Hufnagel opened up his own skate shop in his resident city of San Francisco. Eponymously named after his monkier, the shop was called HUF and sold the best in skateboarding brands. As popularity and custom grew exponentially, Hufnagel saw a gap in the market and made the extension to a soft goods brand. After the clothing company took off, HUF made significant moves to start manufacturing footwear, selling both lifestyle models and shoes designed specifically for skateboarding. In 2019, it was announced that HUF would go back to focusing on soft goods and collaborating with some the most well respected brands around.