Counter-culture streetwear brand founded by iconic skateboarding legend—Intrepid helped HUF find the ideal financial partner to execute its aggressive growth plan, while maintaining its brand integrity.


Founder :: Keith Hufnagel

Made by skateboarders for skateboarders, HUF represents a forward-thinking skateboard brand that's not afraid to push the envelope. Beyond skateboard enthusiasts, the brand appeals to any individual inspired by the vast array of countercultures with similarities to the skateboarding lifestyle. HUF sells its branded apparel, footwear, hats, socks, and other accessories through more than 500 specialty retailers across the United States and in more than 20 countries. The company also collaborates on limited edition items with culture icons, artists, and prominent brands such as Blondie, Snoop Dogg, Thrasher, Jansport, Diamond Supply Co., and Incase.

HUF approached Intrepid to assist it with finding a financial partner that could help build the infrastructure of the company to support its explosive growth, while also expanding its product categories and international distribution. The HUF shareholders were focused on finding a partner that would preserve its unique culture and protect its brand integrity. Intrepid used its deep sector knowledge to introduce the shareholders to private equity firms with a clear understanding of the power of brand equity and culture.

Intrepid identified and assisted HUF with the implementation of structural changes that resulted in millions of dollars of incremental value to the shareholders. After a careful selection process, HUF chose to partner with Altamont Capital Partners, a private investment firm based in the San Francisco Bay area with more than $1 billion in capital. Altamont is an investor in iconic brands including Fox, Dakine, Billabong, Mervin and Brixton.

Intrepid continues to feel excited every time we see HUF being prominently worn by trendsetters from high-profile celebrities to the kids at the skate park.