UPDATE: HUF to Take Over Benny Gold’s San Francisco Store

HUF is planning a homecoming of sorts with a new San Francisco location slated to be opened at some point in the near future. While an official announcement has yet to be made, a Store Manager’s position was posted on Shop Eat Surf today revealing the expansion.

The original HUF store opened on Sutter Street in S.F. in 2002. The operation grew to an additional San Francisco location, and one in L.A., before exiting retail in 2011 to focus on its shoe line.

In 2015, a new HUF store popped up on Fairfax in Los Angeles. Since then, the brand has opened a New York store, and two in Japan. The upcoming San Francisco location will be its fourth in four years.

This announcement comes at a time when San Francisco’s retail landscape is  evolving. Thrasher opened a store on Sixth Street last year. And Supreme is slated to open around the corner sometime in the near future. FTC and Deluxe are still holding it down as stalwarts of the scene on Haight and Market, respectively.

There’s currently no word on when the upcoming HUF S.F. location will be opening. We’ll update when more information becomes available.

UPDATE 01.15.19: In a letter posted on Instagram, Benny Gold announced that he is discontinuing his brand, and handing over the keys to his store on Valencia to HUF in February. An official launch announcement regarding HUF’s San Francisco location should be forthcoming. We’ll continue to follow this story as it unfolds. You can view the portion of Benny’s letter that pertains to the store transfer below. Scroll through the embedded IG post to read it in its entirety.

It’s no secret that I got my start in streetwear designing for the esteemed Huf brand created by pro skater Keith Hufnagel. Keith was integral in helping me find the confidence to start my own brand. Huf closed their SF retail store right around the time I was opening the doors to my first storefront. Life has a funny way of coming full circle and I now have the honor of helping them come back to San Francisco. After the month of January we will be handing over the keys to our Valencia storefront to Huf and I can’t think of a better brand to inhabit the space.

View this post on Instagram

What started out as a side hustle while pursuing a future in skateboarding, I has been churning out signature graphics since the early ’90s. From designing party flyers, sticker bombing the streets of SF, and producing T-shirts for myself and friends, I would have never guessed that years later my eponymous brand would grow into what it is today. . . . With the changing landscape of retail and consumption habits. Rather than have my cherished brand morph into something that I no longer recognizes or feel connected to, I will be closing down the namesake brand to begin a new chapter of my life. . . . Read my transition letter in the slideshow above or click the link in my bio to the hypebeast article. Thank you all for the support and love!

A post shared by Benny Gold (@bennygold) on

ImageS Via Lodown Magazine & Alex Souza