Keith Hufnagel and Hiroshi Fujiwara Discuss Today's Skateboarding Culture

If there were ever to be a partnership between skateboarding and streetwear, it would definitely be between two powerhouse individuals like Keith Hufnagel and Hiroshi Fujiwara. To commemorate the opening of HUF’s newest flagship store in Tokyo, Japan, online lifestyle and culture magazine honeyee.com recently conducted an interview with the duo, centering their questioning around the culture of skateboarding, their achievements, and the growing business of skateboarding and streetwear today. Keith also speaks briefly about the expansion of HUF back into LA, along with the current Tokyo store and a future shop in New York as well. Check out the interview below and be on the lookout for more from Keith, Hiroshi and HUF Tokyo.

Could you tell me about how you guys first met?

Hiroshi: When I travelled to San Francisco back in the ‘80s thats when I first met Keith. At the time Mike Hernandez and Tommy Guerrero were popular so for me Keith was more of a “second generation” skater.

Keith: I started skateboarding back in the ‘80s, which was when I met Hiroshi and I turned pro in 1992. Then after a while in 2002 I opened up my own store which has since developed till today.

Keith, what kind of an impression do you get from Tokyo?

Keith: I grew up in New York but Tokyo has a similar vibe and energy. Its a leader in business, very aware of fashion and innovative. I really like this city a lot.

What do you think of the current widespread revival that the skate culture is undergoing?

Keith: I think there are a lot of kids that are starting to skate more than before, and the support for a bunch of cool brands has started to increase as well. Kind of similar to the movement in the ‘90s.

Hiroshi: I only really follow it through Youtube so I’m not so in-the-know right now, but I feel like there is a new wave of skateboarders and the culture that goes with it. In particular, there’s a big interest from the youth in the fashion aspect.

Keith: Skateboarding culture has really started to link with fashion and I think that’s one of the reasons it has become so popular in recent years.

Hiroshi: I think HUF was the first shop that really tried to link fashion and skateboarding, and they did it in a successful manner. Apart from Keith, is there another pro skater that has been able to do it that well?

Keith: I think there have been others that have done it too. But in terms of taking a local skate shop to a global scale, I think we were the first ones to do that. Our store keeps our skateboarding core but also adds different lifestyle items. When the brand really went worldwide perhaps more than five years ago, we wanted to use whole sellers so we combined our San Francisco and Los Angeles stores into one. However next month our LA store will be re-opened and this time we opened up our Tokyo location. We are also planning to open a NYC store as well.

Hiroshi: For some reason most skaters like to remain independent and do their own thing, but Keith has been able to do that while also being successful in business terms.

Keith: I guess in terms of business I’m a pretty open guy.

Hiroshi: I think you’ve been successful because of a good balance between being independent and open.

What is the most consistent aspect of skateboarding culture that still exists today? Or in other words, its DNA?

Hiroshi: I think the attitude.

Keith: I think the fashion, the way of thinking and the attitude. Back in the day skateboarding wasn’t so much a corporate thing but more of a minority culture. It is still a relative minority today but I think with more companies being involved and the business growing, skateboarding as an art has started to fade a little bit. More recently there have been talks of skateboarding becoming an Olympic sport.

Hiroshi: I think skateboarding being in the Olympics would benefit the sport in terms of interest, but the independent supporters in the sport would probably be against the idea of the Olympics.

Keith: Those guys may make their own underground skateboarding Olympics.

Lastly, is there something you want to do or get across with your brand HUF?

Keith: Becoming a pro skater is definitely one goal for a skater but apart from that, skaters are also becoming photographers and artists. I want to let people know that in the world of skateboarding there are so many opportunities to do all kinds of things associated with the culture, aside from just skating itself. I want to grow the skateboarding culture in this city through the opening of our store in Tokyo as well.