Thrasher x Huf: Asia Tour
















HUF x Thrasher — Asia Tour Capsule


Creative Direction · Brand Collaboration · Typography · Apparel & Accessory Design

While serving as Creative Director at HUF, Keith Hufnagel partnered with Thrasher Magazine to take the entire HUF skate team on a multi-city tour across Asia. I was tasked with developing the creative direction and full product assortment, from concept through execution.

Thrasher’s influence on skate culture—and on me personally—runs deep, so the opportunity to reinterpret its iconic logo was a career milestone. I sought to honor its original identity while introducing a fresh perspective, creating a hand-drawn wordmark that fused Thrasher’s flame lettering with the aesthetic of vintage Chinese restaurant menus.

Alongside the reimagined logo, I reworked Thrasher’s goat head crest, integrating bamboo motifs, traditional border art, and the same custom typography to spell out Worldwide.

The collection was expansive—tees, hats, fleece, beanies, socks, skate duffle bags, bandana, footwear, a souvenir satin jacket, a commemorative zine, and even branded padded nunchucks. The tour and product launch culminated in exclusive content released through Thrasher, cementing the collaboration as one of the most celebrated HUF moments of the era.

Roles & Contributions:
• Brand Strategy & Concept Development
• Creative Direction & Design Oversight
• Hand Typography & Custom Graphics
• Apparel & Accessory Design
• Marketing & Product Launch Coordination