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HUF, since its foundation in 2002 by a professional skater Keith Hufnagel, has changed from a small, single boutique offering retail sales of products under different brands, into a renowned enterprise selling footwear, caps, T–shirts, winter gear, and accessories for skateboarding fans. HUF, headquartered in Bay Area, set its goal to capture a unique skateboarding style and stress the diversity of creative individuals. This diversity is expressed by the skateboarding culture, going beyond any racial and social divisions. HUF products strike the balance between the vintage style, traditional workmanship and high-tech details which is confirmed by the fact that skaters and individuals inspired by this counterculture keep returning to HUF stores to buy more. HUF has its special, well-deserved place in the best skateshops worldwide.