For a surf and skate brand steeped in counterculture, you can’t go past HUF. THE ICONIC stocks a curated range of HUF clothing and accessories for guys after the latest in American coast-to-coast streetwear.

The organic origins of the HUF brand began in the 80s, with founder Kieth Hufnagel immersed in the gritty skateboarding scene of New York City. The scene was coloured with a veritable spectrum of subcultures and underground movements, with influences from punk, graffiti and hip-hop colliding to create something entirely new. This seditious streak saw Hufnagel relocate to San Francisco in 1992 to become a pro skateboarder. After travelling the world on the pro circuit, Hufnagel returned to the Bay Area with the mission to give back to the communities he came from. In 2002, the first HUF location was launched, a destination that curated the best skate, street and sneaker brands for the next era of skaters. Over time, Hufnagel synthesised his aesthetic into a singular inhouse brand - HUF - which has since become one of the most-wanted skate lifestyle labels around the globe.

Clean yet creative, the HUF aesthetic pushes the boundaries of skate culture forward through the brand’s refusal to conform. This rebellious innovation is intertwined through every drop, with a range of menswear laden with colour and crafted to last. Buy into the brand’s ethos with THE ICONIC’s range of HUF tees, tanks and shirts, and top off your look with a pair of HUF socks or a cap.

Shop the latest from skate stalwart HUF online at THE ICONIC, and enjoy the option of free and fast shipping across Australia and New Zealand.