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HUF was founded in 1992 by Keith Hufnagel, who grew up in the streets of New York where he was skateboarding. He became a professional, enabling him to travel around the world. Later he opened a small boutique in San Francisco, it was the first store of its kind, and Hufnagel gradually got all the skate brands under one roof. Today he sells his own apparel, which is also available in the Footshop.