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Officially founded in 2002, in reality the roots of HUF are to be found in the history of its creator, the New Yorker Keith Hufnagel. Born in the Big Apple, but attracted by the charm of the streets of San Francisco, Keith has made skate his lifestyle, traveling the world as a "pro" and expanding his cultural horizons: for him skateboarding is the key to access to knowledge, a direct and sincere way to get in touch with other peoples, societies and people. Once back in the Bay he decides to open a store in his community, gathering sneakers, skateboards and streetwear under one roof, intending to reciprocate the support received from the most open community of America; in New York Keith used the tag "Huf One" to sign his graffiti - and hence the name of the store.