HUF-owner Keith Hufnagel grew up skateboarding in the streets for NYC. Moving to SF in ’92 to pursue his passion, he became a professional skateboarder, providing him a rare and rewarding opportunity to travel the world through the skateboarding industry. Out of his experience as a professional skateboarder, Keith acquired a unique view and ability to blend his inspiration from the cultures that surround him. This outlook became a vision, which materialized into what has become HUF.
HUF now specializes in the production of high-quality apparel, footwear and skateboard products, operating out of its downtown Los Angeles Headquarters.
Shaped by the ever-progressive and evolving culture that is skateboarding, Keith Hufnagel incorporated these qualities into the design and practices that comprise HUF. Keith’s first love has always been and always will be skateboarding. He continues to give back to his roots through the company, maintaining the respect and influence HUF has over the skateboard and streetwear communities.
Lakai Limited Footwear
Lakai is a Los Angeles, California based footwear manufacturer that enjoys a rich history in the skateboarding lifestyle. Founded by professional skateboarders Mike Carroll and Rick Howard in 1999, Lakai is built on the dedication and pride they have always invested into their skateboarding and the Girl and Chocolate brands. With a focus on creating an atmosphere that is supportive and motivating while developing a product line that team riders can be proud of, Lakai has maintained a unique level of integrity and respect within the skateboarding community since its inception.
Lakai footwear is professionally endorsed by Rick Howard, Mike Carroll, Vincent Alvarez, Raven Tershy, Stevie Perez, Riley Hawk, Daniel Espinoza, Danny Brady, Jesus Fernandez, Sebo Walker, Yonnie Cruz and amateur talent Jon Sciano and Ronnie Sandoval.
Lakai´s first video, Beware of the Flare, was released in June 2002. The highly anticipated follow up, Fully Flared, was released to critical acclaim on November 16, 2007.
Simply stated, Lakai Limited Footwear are The Shoes We Skate.
Established in 2007, Doughnut started making backpacks, bags accessories and other travel essentials. ‚Integrating fashion and functionality‘ are hallmarks of Doughnut and these factors are key in ensuring that every Doughnut product is consistently of the utmost quality, reasonably priced and unique from what is commonly found out there. After years of constant innovation, we continues to push the boundaries and challenging our designers to investigate new materials, styles and concepts We are proud to have you in our journey and honored to have us in yours in every time zone; on every continent; with everyone in the world.
Primitive is a celebration of skateboarding and the rich subcultures that live alongside it. From the next block to the next hemisphere, we explore all environments and engage with all communities rooted in creativity and passionate expression. From grimy to refined, we tell the honest stories of the beautifully imperfect cultures that make us who we are. The quality and depth of the Primitive ethos is reflected in our athletes and distinctive range of products, created to celebrate the intersection of these ideas.
Makia was born in the old dock worker district of Helsinki. Our clothes are designed to endure the rough weather of the north, to accompany you for years to come.
The idea of Makia originates from the need to keep warm in arctic conditions, while befitting a city environment. Our first clothes were sewn together in a cellar workshop, in the old dock worker district of Helsinki, where we reside to this day. Nowadays, our collection has evolved into a full line of garments to shelter you from head to toe.
DGK Dirty Ghetto Kids
Started in 2002, DGK is a tribute to skaters who come from less advantaged backgrounds. The acronym which stands for Dirty Ghetto Kids was what other skaters at Philadelphia’s Love Park called the original DGK crew because they were from the wrong side of the tracks. They took the name and branded themselves with it, not knowing that one day it would turn into a global line available everywhere from the most core skate shops to the most elite boutiques. It represents turning a negative into a positive and making something out of nothing against all odds. DGK’s graphics and apparel make bold statements that differentiates the brand from everything else out there, which is why it’s developed a cult following both in and out of skateboarding.
PRO: Stevie Williams, Marcus McBride, Josh Kalis, Wade Desarmo, Marquise Henry, Boo Johnson, Dane Vaughn
AM: Derrick Wilson, Darius Woogie Jackson, Dwayne Fagundes, Ricky Chavez, John Shanahan, Juan Moreno, Maurice Jordan, Quel Haddox
The Quiet Life
The Quiet Life is a premium young contemporary mens wear/street wear brand based in Los Angeles. Founded by Andy Mueller in Chicago, Quiet Life has been on and off since 1997. Consistently creating forward thinking clothing and accessory designs using art, design, illustration, graphics, typography and photography influences through their collections. Renowned for their creative cut and sew designs and of course their extensive head wear collections.
A brand new company out of Los Angeles started by some friends who thought skateboarding needs a lighter side to it. WKND VS. ABD’s NBD’s and HD’s. Raymond Molinar, Johan Stuckey, Christian Maalouf, Alex Schmidt, Taylor Caruso, Grant Yansura, Andrew Considine, Trevor Thompson, Jordan Taylor, Austyn Gillette.
Western Edition began in 1999 in San Francisco. I gets named from the neighborhood in SF which was considered the „harlem of the west“ because of its cultural significance. It was a hotbed of jazz and nightlife which is where the brand derives much of its aesthetic, the art direction continues to be one of the strongest and most coveted out there. The brand sympathizes with simplicity, style, and continues to carry the torch for a golden era of skateboarding.
Small Wheels, also known as SML. Wheels was created by lifelong skateboarders who were friends long before business partners. Small is entirely owned and operated by everyday skateboarders including frontmen James Craig and Austyn Gillette. Sml. is about keeping it fun, simple and top notch. Sml. is´nt concerned with dominating the world, they just want to make quality wheels that skateboarders can ride with pride.
Morphium skateboards is about 100% skateboarding. The brand was established in 1997 by skateboarders to skateboarders to create a local and independent brand to support skateboarding and contribute to the scene.
Morphium skateboards stand for the core values of skateboarding that we believe is first of all the act of skateboarding itself, a healthy community and a lot of fun enjoying skateboarding. We don´t believe in performance levels, hate, jealousy, egoism or anything that does not support the free creativity that skateboarding can stand for. In our opinion can you explore skateboarding without boundaries our society, the industry or certain trends within our own culture at times try to build up around us. We value and respect diversity of expressing skateboarding and try to inspire other skaters to live by similar principles.
Skateboarding is a great gift that has roots all the way back to the surf culture in 1970´s of California. Skateboarding and surfing is different, both have roots in a diverse hang loose culture and in our opinion are some of the historical values worth holding on to. Skateboarding is our way to explore freedom as a lifestyle.
Paul Shier, Sylvain Tognelli, Tom Knox, Jon Nguyen, Chris Jones, Nick Jensen.
Started in 1999, Gold represents a hardcore street aesthetic cleverly packaged into cartoon driven graphics. Gold offers a unique approach to the world of street apparel by taking popular slang and bringing it to life through it’s original artwork. Gold’s message is universal which is why it appeals to everyone from the most underground skateboarder to some of the biggest names in hip hop music.
PRO: Boo Johnson, Chris Troy, Darrell Stanton, Josh Kalis, Kellen James, Marquise Henry, Kenny Hoyle, Marcus McBride, Pierre-Luc Gagnon, Stevie Williams, Dane Vaughn, Wade Desarmo
AM: Derrick Wilson, Kelly Hart, Darius Woogiea Jackson, Travis Glover, Dwayne Fagundes, Jabari Pendleton, Will Fyock, Mikey Haywood, Adam Taylor, Anthony Williams, Danny Hammaguchi, Emmet Duffy
For The City
FTC, established in 1986, humbly began as a small collection of skate gear buried in the back of a ski and tennis shop and over the past three decades has earned the reputation as one of the true epicenters of real skate culture.
By 1994 FTC opened the doors of its first shop in San Francisco’s historic Haight-Ashbury district just as skateboarding was evolving beyond its surf-inspired roots and exploding into a new style of city street skating. FTC was there for the whole ride attracting and nurturing the talented outsiders, misfits, and artists that put legendary spots like the Embarcadero [EMB], Hubba Hideout, and Pier 7 on the map. FTC’s infamous skate videos chronicled these experiences spreading SF skate culture far beyond the confines of the City by the Bay to the rest of the world. And so began the rise of FTC.
Over the years, FTC has grown beyond the confines of its original shop and evolved into a global lifestyle brand known for its authentic, grass roots innovation in apparel, design, video, art, music and culture. Visit us at FTC stores worldwide-San Francisco, Tokyo & Sendai Japan, Barcelona Spain, and Sacramento. Not just stores but community centers of sorts. The FTC family grows larger and larger but the original vision always remains – quality clothing and authentic products and real people born from the heart and soul of the streets.
Started in 1997, Expedition One is a brand with deep roots in skateboarding. Expedition has evolved in many ways over the years, but the message of enjoying the journey that skateboarding takes you on remains the same. Graphically, the Expedition line celebrates a classic modern look and the best pants in skateboarding. Designed for skateboarders by skateboarders, Expedition offers a truly authentic line that is a sharp contrast to much of what currently exists in skateboarding.
PRO: Kelly Hart, Kenny Hoyle
AM: Will Gomez, Hyun Kummer, Will Fyock
Central Skate Co. started as a dream. Professional Skateboarder Chico Brenes came to the US at the age of 10, running away from the vicious civil war happening in his homeland Nicaragua. Skateboarding has taken Chico around the world doing what he loves, and it its always been his dream to bring that same opportunity to the people of Nicaragua. Four years ago that dream became a reality when Chico open the 1st Skate Shop in Nicaragua, Central Skate Shop. Central Skate Co. now is aiming to develop a brand that reflects the Latin American spirit to the world, because Central is the middle of a movement that will expand North, South, East West. Central represents freedom to pursue what you love.
Montoya, Gonzalez, Supa, Petersen, Cerezini, Lebron, Pepeyra, Fantasia, Sanchez, Lemos, Iqui.
New York designer and manufacturer of skateboards and clothing built for skateboarders who live for the streets. Jimmy Mcdonald, Silvester Eduardo, Jordan Trahan, Karim Calendar, Elijah Cole, Danny Valla, Keith Hardy, Joe Tookmanian, Tombo Colabraro, Mark Nardelli, Brandon Jacobson, Dan Pensyl, Willy Akers, Guillaume Dulout, Akiri Ishizawa, Steve Rodriguez.
Created in 2000 by Jeremie Daclin, FILM was originally Cliche´ Skateboards sister company. Today, FILM Trucks is reborn rising from its ashes with unique and original designs. Film Trucks are made to carve, built for slappies, grinding pool coping and having fun on any DIY obstacles.
is about more than just bearings. Art, packaging and the desire to bring innovative skate goods to market heavily inspires our creative process. Our focus is on signature models that highlight the style and personality of our favorite pros. Aesthetic design details are just as important to us as functionality. It´s how we have fun doing what we do.. But don´t get it twisted! Two years of product development have gone into the design of our bearings. They’ve been proven to deliver reliability, longevity and superior performance for some of the hardest skating guys in the world. GET ‚EM IN!
– Cortina Bearing Co.
DIAL TONE WHEELS CO.
Dial Tone is a fresh new wheel company coming out of NYC from the boys at Theories of Atlantis. The brand captures a classic analog vibe combined with a tight, solid crew, representing different elements of the underground skate scene from the east to west coast. The team style master Jahmal Williams, SF shredder Ben Gore, the seasoned talents of Alexis Sablone as well as WKND am Sully Cardenas and Politic’s Brian Powderly.
Established in 2012, Lefrik started designing urban bags, backpacks and travel essentials using the highest quality eco-friendly fabrics made out of recycled plastic PET bottles.
The ephemeral use we give to plastic bottles compared to the number of years that are required for the material to degrade, is one of the world’s biggest threats. Lefrik offers conscious consumers access to innovative products that while still being cool and savvy, are made avoiding the use of more natural resources, saving energy and CO2 to the planet.
Lefrik is member of the Ethical Fashion Forum and follows the Fair Wear Foundation code of conduct. We are PETA approved vegan too.