Huf

Huf is entering the women’s category.

The skate and streetwear brand, which was founded in 2002 as a San Francisco boutique by pro-skateboarder Keith Hufnagel, will launch women’s on Thursday. The line is named Dolores after Dolores Park, a famous park in San Francisco, and marks the company’s first apparel collection designed for women.

“We’ve been honored to receive such positive and widespread support from our female fans over the years,” Hufnagel said. “As skate and streetwear movements continue to advance in popularity among women, it only made sense for Huf to evolve by offering a more inclusive and progressive collection for our diverse community.”

Although this is Huf’s first women’s apparel collection, the brand carried women’s product from other labels at its first store in San Francisco.

According to Ben Kelly, Huf’s marketing director, the women’s customer is 18 to 24 years old with an interest in the street and skate space and so the brand took a fashion-forward approach with the line, which was designed in collaboration with the Huf Japan women’s design team. The collection, which retails from $28 to $180, includes cropped graphic T-shirts, denim jackets covered in Huf’s logo, puffer jackets, nylon anoraks and hoodies. It will come in two sizing options: S/M and M/L.

For the first season, Huf will keep distribution tight. In the U.S. the women’s collection will only be available at Huf’s flagship stores in New York and Los Angeles, while in Japan it will be offered online and within its five stores.

“Our flagship stores are where we fully control the brand story,” Kelly said. “For us it’s the perfect place to start and if we can launch successfully there, we can turn this into a larger release.”

TSI acquired a 90 percent stake in Huf for $63 million in 2017. Prior to that Huf worked with investment firm Altamont Capital Partners in 2014. Earlier this year, Huf’s chief executive officer, Eddie Miyoshi, who came from Volcom Japan, told WWD there were plans to make Huf’s line more premium, open more stores, elevate its direct-to-consumer experience and also maintain its wholesale relationships with retailers including Zumiez, PacSun and Urban Outfitters. The brand is considering adding stores in San Francisco, Brooklyn, Chicago, Atlanta and west Los Angeles.

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