The HB20 capsule is officially live — visit the landing page to see the individual shirts in detail, as well as purchase your own while supplies last.

For our 20th anniversary, we’re honoring this legacy with a special curated exhibition. We’ve created a limited series of collaborative tees with longtime friends, creative partners, and some of streetwear’s most influential designers and leaders. Together, we want to reignite the energy of iconic graphics, logos, and messages from the past two decades — reimagined for today, and for what comes next.

In the following, we not only preview artwork from the upcoming anniversary exhibition, but also highlight the diverse perspectives of our collaborators whose insights help reveal the power of the T-shirt and give a glimpse into the past, present, and future of streetwear and creativity.

Founded by the late professional skateboarder Keith Hufnagel, HUF Worldwide grew from a single boutique in San Francisco to a globally recognized brand that embodies the spirit of skate culture. Combining clean, timeless design with a DIY ethos, the brand creates apparel and footwear that is both functional for skating and stylish for everyday wear.

HUF remains dedicated to Hufnagel’s original mission: to unite streetwear, skateboarding, and sneaker culture. The brand’s signature leaf logo and bold graphics have become staples in streetwear, representing an authentic and enduring connection to its roots. HUF’s legacy is built on its commitment to quality and a consistent belief in the power of community. On behalf of the company, Keith “Sweets” Murray traces what’s made HUF stay so impactful for decades on end.

How long have you been designing, and how long have you been working with HUF?

Keith “Sweets” Murray: I’ve been with HUF since July 2004 — over 20 years now. My path into the brand wasn’t through design, but through retail. I started on the original crew at our Sutter Street location in San Francisco, eventually managing and launching our skate shop next to the sneaker and apparel stores. As the in-house brand grew, we expanded into global wholesale, launching both footwear and apparel. Over the years, I grew alongside the brand — leading global sales, overseeing retail, and now serving as HUF’s COO.

Our first post on HUF was in August 2005, featuring the “Diamond Supply Co. x HUF SF” T-shirt collab. What’s your first memory of Hypebeast? What were your initial thoughts?

Back then, HUF was one of the early specialty boutiques, curating brands from our peers and focusing heavily on footwear. Hypebeast gave us a new way to connect with a global audience and share our story outside of our local scene. I’ve been a skateboarder my whole life, and a sneakerhead just as long — so the type of content Hypebeast was putting out really resonated with me. It felt aligned with our lifestyle and where we were trying to take the brand.

HUF has remained a fixture on our platform and continues to resonate with our audience. How have you managed to stay consistent and relevant?

Consistency comes from staying true to our roots in skateboarding while staying open to growth and evolution. From the start, we’ve always put intention into our product — graphics, quality, storytelling — and kept close to the culture. Our collaborations come from real relationships or shared passions, not just hype. That authenticity, paired with strong storytelling and staying connected to our community, has helped us grow without losing what made HUF real.

How do you see your work — and the brand — continuing to evolve?

Looking ahead, it’s about telling deeper stories and being more intentional with how we move. HUF will keep expanding globally, but we’ll always stay grounded in the culture that shaped us. We’ve worked with some iconic names, but we’re just as focused on uplifting the next wave — artists, musicians, photographers — and continuing to support the creative community. That’s a big part of who we are, and we’re committed to keeping that energy alive.

We’re releasing 20 T-shirt collaborations to celebrate 20 years of Hypebeast. Graphic tees have long been the backbone of streetwear — why do you think they hold such cultural significance, and how has their role evolved?

Graphic tees are like a blank canvas for the culture. They’ve always been one of the most immediate ways to communicate ideas, express identity, and tell a story. Over time, they’ve gone from daily essentials to collector’s items — still wearable, but now layered with history, nostalgia, and meaning. The role hasn’t changed — it’s just deepened.

What advice would you give to emerging brands hoping to make a lasting impact?

Be patient and trust your vision. Build something authentic and take the time to do it right. Stay connected to your community and never lose sight of your “why.” Study the history, learn from those who came before you, and create with purpose. The brands that really last have a clear voice — and they stay true to it, no matter what’s trending.

What’s the most important lesson you’ve learned from running a brand for this long?

You have to keep evolving — creatively and operationally — while staying true to your foundation. The industry moves fast, and if you’re not adapting, you’ll get left behind. But if your base is solid, and your values are clear, you’ll always find new ways to stay relevant.

Looking back, is there a product, collection, or moment that stands out to you the most?

The HUF x Nike SB Dunk we released in 2022 for our 20th anniversary is a standout moment. It was a tribute to Keith and something we worked on during a really emotional time. From the blind bag release to the hidden tie-dye panels, there were layers of nostalgia and meaning built in. The Friends & Family pair felt especially personal — like a heartfelt thank you to Keith from all of us.

Streetwear has changed dramatically over the past 20 years. Where do you see it heading next?

We’re entering a moment where substance matters more than ever. With everything going on in the world, people are drawn to stories and brands that mean something. I think the next wave of streetwear will focus more on intention, culture, and narrative. The aesthetic will keep evolving, but authenticity and purpose will be the driving forces.

Can you describe the design you created for this collaboration? What was the inspiration?

We reimagined our classic H logo using layered typography and archival elements that represent HUF’s journey. It pulls from past graphics, nods to our roots in San Francisco and New York, and even includes cutouts from early Hypebeast articles. It’s a visual collage — a tribute to how Hypebeast helped document and elevate our story over the past two decades.