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HUF’s Summer 2011 Lookbook video just dropped, and it’s really fucking awesome. In the great and terrible world of streetwear, there are few brands that stand out from the herd, but HUF has always come across as authentic, skate-oriented and not too serious about itself. All key elements, but for the past year or so their video direction has been superb, between their footwear commercials and occasional web clips, and now this lookbook which truly stands apart.

Interesting camera work and the inclusion of a “down with the youth” speech from Nixon’s Vice President and overall scumbag Spiro Agnew add to the eerie tone of the clip. Top notch work, and very original as lookbooks go while still adhering to a simple “dudes skating around the city” motif.

Filmed in New York City, you already get a sense of HUF moving the brand’s focus to a more national market. With the closing of their original SF flagship store and moving the entire company to LA earlier this year, it was clear the brand was widening its gaze. But the choice of using NYC as the backdrop for their summer line works perfectly — Keith Hufnagel is from New York, he started out skating in New York, and even though he’s better at bombing hills now, his skating still retains that East Coast, cruising-through-the-street vibe. And I mean, obviously, skateboarding always looks better with New York City in the background. This was a shoe-in.