#1Huf
HUF is a skate and streetwear brand founded in San Francisco in 2002 by pro skateboarder Keith Hufnagel, now owned by Japan's TSI Holdings.
Best Streetwear San Francisco
8 brands · Brands by city · Updated September 2026This page is for anyone shopping Bay Area streetwear and trying to work out which labels are actually San Francisco and which are wider Bay. Huf, Upper Playground, True SF and the archive of Benny Gold are the genuine San Francisco names; Breezy Excursion and Petals and Peacocks are San Jose, Hella Original is Oakland, and Black Scale started in an SF boutique but now runs from Los Angeles.
#1
#2Benny Gold
Defunct San Francisco skate-streetwear label (2007–2019) known for its paper-plane logo, "Stay Gold" slogan and graphic tees.
#3Breezy Excursion
San Jose streetwear label making graphic tees, hoodies and headwear rooted in Bay Area hip-hop and hyphy-era nostalgia.
#4Black Scale
Los Angeles-based streetwear label known for monochrome palettes and occult, religious and militaristic graphics on tees, hoodies and headwear.
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#5Hella Original
Oakland-based urban streetwear label selling hip-hop-rooted graphic tees, hoodies and headwear for adults and kids, sold direct online.
#6Upper Playground
San Francisco art-and-apparel label pairing artist-collaboration graphic tees and prints with its Fillmore Street store and FIFTY24SF gallery.
#7True SF
True is a San Francisco streetwear label and Haight Street boutique founded in 1996, known for Bay Area city-pride graphics.
#8Petals and Peacocks
San Jose unisex label known since 2011 for blunt slogan graphics on tees, hoodies, hats and accessories.
Scope: San Francisco proper vs wider Bay Area
We keep this list regional — Bay Area streetwear, anchored in San Francisco — because the scenes trade graphics, stockists and slang across the bridges. But founding roots and current base are not the same thing, so here is the split. Founded and still based in San Francisco: Huf (2002, out of Keith Hufnagel's boutique, though the company has been owned by Japan's TSI Holdings since December 2017), Upper Playground (1999, still running its Fillmore Street flagship next to the FIFTY24SF gallery) and True SF (1996, trading from 1415 Haight Street with a second Oakland location). Black Scale launched out of Hufnagel's SF boutique in 2007 but is now run from Los Angeles. Hella Original is Oakland. Breezy Excursion (2008) and Petals and Peacocks (2011) are both San Jose.
Style overlap
The common thread is the graphic tee and fleece hoodie. Huf is the skate pole: bold logo and counterculture prints, work-inspired pants, caps, decks and the long-running Plantlife socks, plus past collabs with Wu-Tang Clan, Peanuts and Playboy. Upper Playground is the art pole — artist-collaboration tees and prints with Jeremy Fish, Sam Flores and Usugrow under its walrus mark. True SF sits on city pride, with True, Cali, SFCA, Thrill of Victory and Ongaku lines carrying Bay Area and San Francisco wordmarks. Breezy Excursion (also BEST) mines hyphy-era and Bay hip-hop nostalgia; Hella Original works regional slang into wordmark tees for adults and kids; Petals and Peacocks does blunt, often profane slogan graphics with retro type and 1990s motifs. Black Scale is the outlier tonally: near-monochrome with occult, masonic and militaristic graphics.
Price and how to buy
Upper Playground, True SF and Hella Original sit lowest. Huf, Breezy Excursion and Petals and Peacocks land low-to-mid. Black Scale is the priciest of the group, at mid, and sells online plus its own flagships. Hella Original is direct-only through its own webstore; Breezy Excursion sells via its Shopify store and streetwear retailers (its Alameda storefront in San Jose is listed as closed); Petals and Peacocks also moves through the affiliated Petals Design Studio, independent boutiques and resale.
Archive: Benny Gold
Benny Gold ran 2007–2019 from a Valencia Street flagship with a café and design studio, built on the paper-plane logo and "Stay Gold" sticker campaign, with roughly 500 stockists and a JanSport collaboration. Benny Gold shut the label in 2019 and moved to Goodby Silverstein & Partners; bennygold.com survives as a small graphics-led merch shop, and original pieces circulate on resale.
Best of American StreetwearBrands from the country · 29 →Best of San Francisco Streetwear StoresWhere to shop here · 10 →
Common questions
Which of these brands are actually based in San Francisco?
Huf, Upper Playground and True SF are founded in and still operating from San Francisco. Black Scale launched out of a San Francisco boutique in 2007 but is now run from Los Angeles. Hella Original is Oakland-based, and Breezy Excursion and Petals and Peacocks are both San Jose labels — Bay Area, not city of San Francisco.
Can I still buy Benny Gold?
Not as a full collection. Benny Gold closed in 2019 when its founder joined Goodby Silverstein & Partners; bennygold.com continues as a small graphics-led merch shop, and the original tees, coach jackets and Japanese-made windbreakers now circulate second-hand on resale.
Which are the most affordable?
Upper Playground, True SF and Hella Original are the cheapest of the group. Huf, Breezy Excursion and Petals and Peacocks sit low-to-mid, and Black Scale is the most expensive at mid tier.
Is Huf still independent?
No. Japan's TSI Holdings has owned HUF since December 2017, and the brand has continued releasing seasonal collections since founder Keith Hufnagel's death in 2020.
Where can I buy these brands?
Directly from each brand: Huf and Black Scale run their own online stores and Black Scale has flagships; Upper Playground sells from its Fillmore Street shop; True SF trades at 1415 Haight Street and in Oakland; Hella Original is direct-only through its own webstore. Breezy Excursion sells online plus streetwear retailers, and Petals and Peacocks through Petals Design Studio, independent boutiques and resale. disco is a directory, not a shop — we only point you to them.