Shirt by HUF, Floral print, Break out the blooms, Revere collar, Button placket, Regular fit, A standard cut for a classic shape. HUF owner Keith Hufnagel grew up skateboarding in the streets of New York before moving to San Francisco to pursue his passion. Opening his first store in 2002, HUF aims to bring together streetwear, footwear and skateboarding, incorporating an ever progressive and evolving skate culture into their designs and practices.