After starting their ‘Ascension’ series for Highsnobiety by featuring emerging streetwear brand THFKDLF, Naive Studios, a production company producing videos on subjects as varied as NHS MRI machines to BMX shorts, have turned their attention to Huf.

When Keith Hufnagel opened his small boutique store in San Francisco 13 years ago, he can’t have been expecting it to take off like it has. The brand has become synonymous with skate culture and craftsmanship staying true to those ethics through to today.

Each one of Naive’s videos hones in on the relationship the brand’s each have with nature, showcasing their drive to get to the top of the game and stay there.