‘Born on the Street’, that’s where the story of HUF began. Started in 2002 by Keith Hufnagel, there are very few who are unfamiliar with the HUF brand name in the Skate and Streetwear scene. But the story of HUF started long before that.
HUF has its humble beginnings in the New York of the 80s, where punk was sweeping over the city. At a time when skaters were seen as social outliers, Keith was out cruising the streets, tagging ‘HUF ONE’, unaware he was making his mark on the streetwear and fashion world in the years to come. He went on to build a career as a pro skater, travelling across the globe, getting inspired by cultures across Europe and East Asia. All his travels and experiences crafted a HUF aesthetic, which created one of the biggest names in skate and streetwear.
Keith’s influences coalesced into HUF’s first store in San Francisco where he curated and sold rare sneakers and streetwear to skaters and creative, like minded individuals across countercultures. Soon it was time to launch his own collection! When HUF started selling their own line of streetwear & shoes it was received with the same positive response that met their store. And then came the blow up – HUF’s Plantlife socks.
The idea to use the all over ‘cannabis leaf’ print on socks was slow to pick up but eventually skyrocketed in popularity. It was cheekily cited as a “gateway drug to the brand”. The socks were an apt representation of the brand and its beginnings, an ode to the rebels "We're a skateboard company that has always been edgy, so marijuana leaves, at that point when we were doing it, were very edgy, because weed was not legalized anywhere. So putting it on socks was cool." says Keith (Complex, April 21 2016).
The HUF Plantlife socks, along with the other products, are now available on www.shopcapsul.com
No comments:
Post a Comment