Founded in 2012 by Johann Liebel and Xiang Fang Ye, Wasted Paris has built a reputation as a trailblazer in contemporary streetwear, blending bold designs with a deep connection to counterculture. Drawing from global subcultures with a particular affinity for the raw energy of British movements, the brand embodies a spirit of rebellion and individuality.

Each collection reflects a commitment to pushing creative boundaries while remaining rooted in the cultural landscapes that inspire it.At the heart of Wasted Paris lies a profound connection to skateboarding and youth movements, which shape the brand's aesthetic and ethos.

This connection is woven into their distinctive graphic prints, daring designs, and a style that resonates with those who value self-expression and authenticity. Guided by a philosophy of staying always faithful to their roots, Wasted Paris captures the defiant energy of subcultures worldwide while infusing it with a distinctly urban edge.

Wasted Paris is more than a clothing label - it’s a community and a movement. By fostering connections among like-minded individuals who embrace creativity and rebellion, the brand has created a platform for those who dare to stand apart. With its ever-expanding influence, Wasted Paris remains steadfast in celebrating the culture, style, and spirit of the streets that inspire its bold vision.

HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of 1980s New York City. He was part of an early street skating generation that came up amongst a melting pot of city countercultures—hip hop, punk, graffiti, streetwear, and other underground movements.

In 1992 Hufnagel moved to San Francisco and became a professional skateboarder, offering him the opportunity to travel the world by means of his skateboard. Wanting to give back to the communities that raised him, Hufnagel opened the first HUF boutique in 2002 on an offbeat block in San Francisco’s Tenderloin district, bringing together the most respected skate, streetwear, and sneaker brands under one roof.

HUF quickly came to be recognized as the Bay Area’s institution for hard-to-come-by goods, attracting a new era of skaters, artists, and like-minded creatives. As it grew, Hufnagel launched his own collection, assimilating into one label what he felt epitomized the spirit of skateboarding and street culture.

Now based in Los Angeles, HUF has become one of the most respected and pioneering skate and lifestyle brands worldwide. Collaborating with artists, designers, photographers, musicians, and unconventional tastemakers, it’s also a home to a collective of eclectic skateboarders and ambassadors.

HUF represents the progressive vision that has driven Hufnagel since day one. It is renowned for its clean aesthetic, provocative designs, and quality craftsmanship. For over 15 years, HUF has been dedicated to pushing the culture forward, by refusing to conform to it.

Build. Destroy. Rebuild.