As a brand, HUF has an incredible story. What started in 2002 as Keith Hufnagel’s sneaker boutique in San Francisco sold a 90% stake in the company for $63 million USD to TSI Holding Co. this past December. Along the way, it waged its own little cultural revolution. From starting a shoe brand from scratch to the weed socks craze, HUF did it its own way—middle fingers in the air and all.
With retail stores currently located in Los Angeles, New York, and Japan, and substantial financial backing, the brand is bigger than it’s ever been. And with its rapid global growth, now is a fitting point for the brand to get back to its roots. That’s exactly what HUF did with 001—its first non-tour release to feature the entire team that skateboarding fondly refers to as the Dirtbag Crew.
HUF 001 is eleven minutes of refreshing skating that reminds us that no matter how much HUF grows, it’s staying true to what made it great in the first place. If you’ve made it this far without clicking play above, you’re processing this feature backwards. Once you’ve watched the video (twice if necessary), keep scrolling down for a Q & A with Austyn Gillette and Jake Anderson about working on this project and other things that they’ve been up to.