Ascension series shows Huf in a new light
- Text by Alex Taylor
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.
You might like
How Japan revolutionised art & photography in the ’60s and ’70s
From Angura to Provoke — A new photobook chronicles the radical avant-garde scene of the postwar period, whose subversion of the medium of image making remains shocking and groundbreaking to this day.
Written by: Miss Rosen
Artifaxing: “We’ve become so addicted to these supercomputers in our hands”
Framing the future — Predominantly publishing on Instagram and X, the account is one of social media’s most prominent archiving pages. We caught up with the mysterious figure behind it to chat about the internet’s past, present and future, finding inspiration and art in the age of AI.
Written by: Isaac Muk
Leticia Bufoni is one of the greatest skaters ever. Now she’s tearing up asphalt.
Vamos, Leticia! — The Brazilian trailblazer helped rewrite the rulebook for women in skateboarding – and now she’s setting the pace behind the wheel for Porsche. For Huck’s 20th Anniversary Issue, she reflects on shredding stereotypes, building a career in male-dominated spaces, empowering the next generation, and the lessons that defined her journey.
Written by: Tracy Kawalik
The lacerating catharsis of body suspension in Hong Kong
Self-Ferrying — In one of the world’s most densely packed cities, an underground group of young people are piercing their skin and hanging their bodies with hooks in a shocking exploration of pain and pleasure. Sophie Liu goes to a session to understand why they partake in the extreme underground practice.
Written by: Sophie Liu
What we’re excited for at SXSW 2026
Austin 40 — For the festival’s 40th anniversary edition, we are heading to Texas to join one of the biggest global meetups of the year. We’ve selected a few things to highlight on your schedules.
Written by: Huck
Capturing the spirit of the ’90s surf scene with Volcom
Nineteen 90 Nowhere — The brand’s latest Featured Artist Series collection sees them tap three surfers and artists in Gony Zubizarretta, Seth Conboy and Issam Auptel, whose neo-grunge work blends the rawness of the decade with the present.
Written by: Isaac Muk
