“It’s about not giving a fuck. There are no rules in this thing.” Keith Hufnagel told us this in our booth at the Agenda tradeshow last week. He is talking about our culture. Our industry. Our brands. He is a former professional skateboarder who believes in the skating and surfing ethos and making sure we maintain our heritage. Our legacy. Especially as new brands pop up all over trying to exploit it through cheesy shit with no teeth in our culture. Keith doesn’t really stand for it.

Huf started as a small boutique store opened by Keith in San Francisco in 2002 and has recently grown into one of the most respected skate brands thanks to Keith’s passion for authenticity and not giving a fuck. His skate team now consists of some of our favorite skaters including Dylan Rieder, Austyn Gillette, Peter Ramondetta, Kevin Turpening and Josh Mathews and Keith’s commitment to keeping authenticity, punk, hip hop and skate subcultures alive is what makes him stand apart.

We sat down with him during the show in our booth and found a lot of his words worth hanging your every move on.