Hanni El Khatib is a name you might not immediately recognize, but his influence is undeniable. He’s the creative force behind the iconic HUF weed sock, a successful musician with collaborations with GZA and The Black Keys, and currently, the brand director at HUF. Hanni’s ability to excel across various creative fields is a rare feat, setting him apart from most skaters who typically have hobbies outside of skating. This interview delves into his unique journey, exploring his thoughts on skating, music, design, and the importance of staying true to oneself.
Hanni El Khatib, photographed for Jenkem Magazine, wearing a black t-shirt and looking to the side.
Navigating Multiple Creative Worlds
Hanni’s career spans design, music, and brand direction. When asked if being pigeonholed into one area bothers him, he admits it’s a fluctuating feeling. With two decades of experience in skateboarding and streetwear, many of his skate friends are unaware of his music career, and vice versa. He’s currently focused on his role as brand director at HUF while continuing his music pursuits.
The conversation shifts to the presence of “douchebags” in different creative sectors. Hanni believes that negativity exists across all industries, and the key is learning how to navigate around it.
The Genesis of the HUF Weed Sock
The infamous HUF weed sock was born from a combination of humor and necessity. Hanni, living in Haight, San Francisco, and a regular cannabis user, enjoyed creating designs that would elicit a reaction from Keith Hufnagel, the founder of HUF. When they had excess fabric from a previous line, Hanni created a pot leaf design and put it on socks, duffel bags, and hats. Keith initially thought it was “dumb,” but went along with it due to its humorous nature.
Initially, the weed sock didn’t sell well. However, when the HUF store in Los Angeles opened, the Odd Future crew, who were popular at the time, started wearing them after receiving free pairs. This exposure led to the socks appearing in their music videos, and later on, they were seen on artists like Tyler The Creator and Lil Wayne, leading to their widespread popularity in high schools across America. Despite the sock’s success, Hanni wasn’t involved at the time of its explosion and didn’t receive any royalties, but he’s content that HUF benefited from it.
Trading Design for the Stage
In 2011, Hanni left his design role at HUF to pursue music full-time after his music was discovered by Jamie Strong of Stones Throw Records. He was then signed to Innovative Leisure Records. This decision was solidified when he got the opportunity to open for Florence and the Machine, going from playing to small audiences to performing at the Greek Theater. Balancing touring and his responsibilities at HUF became impossible, leading Hanni to fully commit to his musical journey.
Hanni El Khatib, captured in a close-up shot, wearing a black jacket and showing a focused expression.
A Decade of Music
Hanni’s music career included releasing five full-length records and projects, and his music was featured in movies, TV, and commercials. His second record was produced by Dan Auerbach of The Black Keys, which elevated his career, leading to performances on David Letterman, Coachella, and his own headlining tours.
He eventually started to move away from indie rock because his musical identity didn’t align with who he was as a person. Despite success in the genre, he felt increasingly disconnected, craving his connection with skateboarding.
Hanni El Khatib, looking directly at the camera, wearing a black and white patterned shirt and a jacket.
A Turning Point
By 2018, the demands of touring led to a breakdown. Hanni describes himself as a “high-level functioning alcoholic,” juggling an intense work schedule with constant partying and late shows. This, combined with his identity crisis, pushed him to quit drinking, partying, and performing. He’s now been sober for four years, a decision he’s very happy with. When asked about surviving the touring lifestyle, he jokes about vitamins and a concoction of apple cider vinegar, honey, and lemon. He recounts a time a doctor gave him a steroid and Vitamin B shot to restore his voice for a TV appearance.
Hanni El Khatib, in a relaxed pose, wearing a black t-shirt and looking into the distance.
Hanni emphasizes that the most important lesson he learned from a decade of touring is to trust his instincts. He recalls seeing all kinds of crazy things on tour but says they eventually just became the norm.
Returning to HUF
Hanni’s return to HUF was sparked by a reconnection with Keith Hufnagel, as he started skating again. He initially helped on a few projects before rejoining full-time when Keith became ill. Keith’s conversation about the future of HUF led Hanni to consider coming back, despite having spent a decade in the music industry. He felt it was a way to honor Keith’s legacy and satisfy his own creative desires. Hanni recalls spending time with Keith in the hospital, watching South Park and old skate videos.
Hanni El Khatib, shown in a medium shot, wearing a blue shirt with a serious expression.
Reevaluating HUF
Upon returning to HUF, Hanni wasn’t upset by anything he saw, but he felt the brand had lost its original feel. He wanted to move away from just expansion and focus on expression, recapturing the original essence of HUF. Hanni wanted to reevaluate every aspect of the brand, questioning the decisions made and redirecting it toward its roots. His guiding principle became “What would the early, up-and-coming streetwear Keith think?”
Animated gif with the HUF logo and colorful transitions.
Hanni believes collaborations have become too commonplace and wants to return to the true meaning of the word. He emphasizes the need for authentic connections and relationships with brands, ensuring that any collaboration has a personal touch and is not just a transactional arrangement.
Advice for Aspiring Creatives
Hanni’s advice for young people in the creative world is to find a company they are passionate about, do the job they’re hired for, and also carve a lane for themselves, making themselves invaluable. He stresses the importance of hard work, humility, and trusting one’s instincts. Failure is a natural part of the process, and it should be seen as a learning experience.
Hanni El Khatib, photographed in a medium shot, wearing a collared shirt and displaying a thoughtful expression.
He recognizes the influence of Virgil Abloh, calling him a pioneer who showed the world it’s okay to pursue diverse creative paths. He used the example of Nike allowing designers to deconstruct their designs, which was not allowed before Virgil’s influence.
Embracing Multiple Identities
When asked if he ever wished he had stuck to one career, Hanni admits he used to think that way. However, he now realizes that it’s impossible for him to live that way. He has too many passions, interests, and hobbies to limit himself to a singular identity. For him, commitment lies in creativity, whether that’s music, design, or anything else. He concludes by stating that with passion, you can do it all.
Hanni El Khatib, captured in a close-up shot, looking directly at the camera.
Hanni El Khatib’s journey is a testament to the power of following one’s passions and the importance of staying true to oneself. His ability to excel in multiple creative fields and his drive to innovate make him a unique figure in the skateboarding, streetwear, and music scenes.
Interview by: Ian Michna
Photos by: Dustin Aksland
Additional research & editorial contributions: Roman Pavlov
