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.”
