Formally known as HUFSF, the skater label started in San Francisco by Keith Hufnagel is continuing its tear of creating clothes as an ode to classic and simple American style. Their aesthetic is often conventional but also attractive and well-styled and the brand has become a staple in both the skate world and the wardrobes of the hippest in street fashion.
While Hufnagel remains an integral part to the label by handling the (sometimes mundane) business dealings, the designer is a young cat named Hanni El Khatlib. He’s been with HUF for 5 years now and is in charge of all the brand’s products, which range from collabs to skateboard graphics to apparel.
As much as HUF is synonymous with the skateboarding world, El Khatlib “like[s] to make clothing that [he thinks] looks good…but also functions.” His inspirations vary as well; “it comes from all sorts of places. It can be anything from music to vintage clothing to a good day of skating.”
2009 was a busy year for HUF collaboration-wise, besides the (now) usual collabs with New Era and Nike SB, of course. In July they hooked up with five skateboarders (who also happened to dabble in art) to release a limited-edition set of five black and white skateboard decks. That same month they created a luggage line with JanSport. In November, HUF contributed to Reebok’s Pump 20 collection, which featured numerous collaborations with brands around the world as part of the 20th anniversary celebrations for Reebok’s popular show, the Pump. And then in December, Hufnagel was asked to co-design a Kia Soul with the help of Vancouver graffiti artist Remio, the final product of which was plastered with HUF on the body and around the tires.
And 2010 looks just as bright really. Some of the S/S 10 line has already been released and the rest is set to drop at the end of February or beginning of March. The collection is very focused on creating accessible and versatile clothing that will be worn by all sorts of fashion enthusiasts, skaters and non-skaters alike. The latest collection features cut & sew denim, crewnecks, plaid button-ups and work pants. It also marks a (surprising) first for the brand: its first footwear release. Welcome to the new decade!