This Summer 2018 HUF presents ‘The Last Resort’ collection, an exploration into the pioneering spirit of road trip-tradition through uncharted locales along the great American highway. Looking to the surreal visual landscape evoked by marginal roadside attractions, the season celebrates the American vernacular through a counter-cultural lens, where it’s all about the journey, not the destination.
Taking chromatic cues from cheap motels and highway bars with neon signs, the season boasts a bright and energetic color palette juxtaposed against subdued, sun-bleached tones of dusty roads and deserted beaches.
Graphic artwork influenced by thoroughfare ephemera encountered in souvenir shops, seedy resort logos, hand-painted sign typography, tourist tees, and vintage van art are reinterpreted through innovative puff prints, high-density and UV inks, establishing a network of roadside snapshots across the collection.
Experimentation with washes and tie-dyes through asymmetrical, striped, and horizontal dip dye treatments continue to push boundaries, while traditional aloha and floral-style prints are given a disruptive twist.
Dedicated to the advancement of contemporary skate lifestyle footwear and working constantly to improve shapes and functional constructions, HUF proudly presents a new vulcanized silhouette, the Clive, which features HUF’s trademark Infinity Rubber, 3D Foxing Tape, perforated H branding, and a breathable, four-way stretch spacer-mesh interior bootie for maximum support. The Cromer signature pro-model is refreshed in Flamingo Suede, while the Hupper 2 Lo remains a fundamental style of the brand, available in a Blue Night Suede / Canvas.
Through HUF’s progressive vision, ‘The Last Resort’ is a psychedelic escape from disillusion, a collection that is at once current, timeless, and truly unique. The HUF Summer 2018 collection retails from $14-$110 and will be available starting May 17th at all HUF flagship stores, HUF online, and HUF retailers worldwide.
About HUF
Founded in 2002 by professional skateboarder Keith Hufnagel, HUF is a Los Angeles based manufacturer of premium footwear and apparel designed for contemporary skate and lifestyle. Inspired by Keith’s unique experiences traveling the globe as a skateboarder—and represented by a world-renowned skate team & group of ambassadors—the clean, classic brand aesthetic of HUF embodies a diverse array of cultural inspirations and ideas
What started as a small boutique on an offbeat block of San Francisco’s Tenderloin District has now become one of the most recognized pioneering skateboard and lifestyle brands worldwide.
Made by skateboarders, for skateboarders, HUF represents not only a more refined and forward-thinking skateboard brand, but also any individual inspired by the vast array of countercultures that parallel skateboard mentality.
