HUF is a global streetwear and skate lifestyle brand founded by Keith Hufnagel, operating across retail, e-commerce, and wholesale. Known for its clean aesthetic and cultural edge, the brand has spent more than 15 years shaping skate and street culture globally.

• Led restructuring and scaling of global retail operations following acquisition by TSI Holdings
• Defined global retail strategy in collaboration with executive leadership
• Developed standardized operating and training systems for international markets with varying regulations and cultural norms
• Reorganized retail and e-commerce business units to support omni-channel growth
• Directed site selection, design, construction, budgeting, and hiring for seven new retail openings
• Built foundational retail infrastructure including operating manuals, launch playbooks, and cross-market reporting systems