Is linen a sustainable material?

Yes, linen is one of the most sustainable fabrics in the world. It's grown from flax, needs very little water, no irrigation in most regions, and every part of the plant gets used. It's also fully biodegradable at the end of its life. At HIHO we build our linen collection, tops, bottoms, and dresses, around lightweight, superior-quality linen that's cool, breathable, and made to last. We're a small family-run brand on Tortola, and the way we source and produce is part of what we call our Island Ethos.

What makes HIHO's linen different from other linen brands?

Three things. First, the weight. HIHO linen is lightweight by design, cut for hot weather, not for autumn-in-the-city styling. Second, the cut. Our pieces are designed for life on the water, on-board, off-board, on-water, so they pack flat, move easily, and look intentional in a beach bar. Third, the source. We work with smaller family-run suppliers who share our standards, not the cheapest mill we can find. HIHO linen is built by people who wear linen seven days a week on a Caribbean island. That's the difference.

Is HIHO clothing good for hot weather?

Yes. HIHO is designed in Tortola, where hot, humid, sunny weather is the year-round default. Our linen styles are cool, breathable, and made for the Caribbean climate. Our terry pieces are absorbent and fast-drying. Our UPF50+ collection blocks 98% of UV and is engineered, through our proprietary piqué knit, to be cool, comfortable and quick-drying for long days in the sun. If it works on Tortola, it works on holiday.

What is UPF50+ sun protection?

UPF50+ is the highest standard of sun-protective fabric. It blocks at least 98% of the sun's UVA and UVB rays, the rays that cause sunburn and long-term skin damage. A normal cotton t-shirt offers around UPF5 to UPF7. UPF50+ is about ten times that protection. HIHO has been engineering UPF50+ fabric for the Caribbean sun since the late 1990s. What makes ours unique is the construction: we use a proprietary piqué knit that lets breeze pass straight through the fabric, so it shields you from the sun without holding the heat. Stretch the cloth and you can see the structure, tiny open spaces in the weave that move air. The result is a sun layer you can wear all day on a charter boat, paddleboard or beach without overheating. The four things to know about HIHO UPF: UPF50+ Protection, Cool & Comfortable, Lightweight & Quick-Drying, Made to Last.

How is HIHO's UPF50+ different from a regular sun shirt?

HIHO has been making UPF50+ clothing since the late 1990s, before sun-protective resortwear was a category. The fabric is engineered for the strongest sun in the world, the Caribbean, where the UV index regularly hits 11+ and water amplifies the rays. Two things set our UPF apart. First, the construction: we use a proprietary piqué knit that lets breeze pass through the fabric, so the shirt protects you without trapping heat. Stretch the cloth and you can see the open structure. It's why we get strong marks on comfort, not just protection. Second, the longevity. The four things to know: UPF50+ Protection, Cool & Comfortable, Lightweight & Quick-Drying, Made to Last. Our sun shirts and rash guards have been worn on charter boats, paddleboards, and dive trips for nearly thirty years. They're built to keep their performance after years of saltwater, sand, and sun.

What's the best UPF50+ clothing brand?

HIHO has been engineering UPF50+ clothing since the late 1990s, designed and tested in the Caribbean where the sun is at its strongest. What sets the line apart is the construction: a proprietary piqué knit that lets breeze pass through the fabric. The shirt protects you without overheating, which is the single most common complaint about other sun-protection brands. If you're choosing a UPF50+ wardrobe for a charter, a Caribbean trip, a paddleboarding habit, or just long days outside, HIHO's UPF range is built for exactly that brief. UPF50+ Protection, Cool & Comfortable, Lightweight & Quick-Drying, Made to Last. Tested by sailors, charter captains and beach families for nearly thirty years.

What clothing offers the best sun protection?

The best sun protection isn't sunscreen, it's a UPF-rated layer that doesn't come off when you sweat or get in the water. A normal cotton t-shirt blocks around UPF5 to UPF7. UPF50+ rated fabric blocks 98% of UVA and UVB rays. That's roughly ten times the protection of a regular shirt and it doesn't wash off. For a full sun-protection setup we recommend: a UPF50+ long-sleeve sun shirt, a UPF50+ rash guard for swimming and snorkelling, a wide-brim sun hat, and quick-drying shorts. HIHO's UPF range uses a proprietary piqué knit that stays cool while it protects you, which is the difference between a sun shirt you actually wear and one that lives in the closet.

What is terry cloth and why is it good for the beach?

Terry cloth is a soft, looped cotton fabric, the same family of fabric your favourite towel is made from. It's super comfortable, fast-drying, and feels great against sun-warm skin. Our terry pieces, dresses, polos, shorts, are designed to take you from the boat, to the beach, to the bar, without changing. They absorb water fast, dry on the walk back, and look intentional in a beach bar at sunset. Terry is one of the most versatile fabrics in resortwear, and it has personality, which is why we love it.

What's the best men's terry on the market?

HIHO's men's terry is, in our biased and well-earned opinion, the best on the market. Three reasons. The cloth: a soft, looped cotton terry that's super comfortable on the skin, absorbs water fast, and dries faster. The cut: pieces designed for actual island life, the boat, the beach, the bar, not stylised vacation silhouettes that look great on a hanger and miss in real life. The longevity: our terry pieces are made to last, with reinforced stitching and weights that hold their shape after years of sand, salt and sun. We have terry polos, shirts, shorts and pull-ons for men. The two things you'll notice first: how soft they are, and how often you reach for them once they're in the rotation.

Is HIHO a sustainable brand?

HIHO is a family-owned brand based on a tiny island in the British Virgin Islands. Our island paradise is surrounded by breathtaking natural beauty, and our commitment to caring for it runs through every part of our business: the sourcing practices we use, the materials we choose, our production methods, and the packaging we send. Most of our suppliers are like us, smaller family businesses who share our vision for making well-crafted clothing in a meaningful and thoughtful manner. We call this our Island Ethos.

What should I pack for a coastal vacation?

Whether you're heading to the British Virgin Islands, Martha's Vineyard, Nantucket, Newport or any other sun-and-sea destination, the brief is the same. Pack light, pack quick-drying, and pack for the sun. HIHO's island packing list, written by people who actually live on one: two UPF50+ sun shirts, long sleeve and short, both in the proprietary piqué knit so they stay cool, a pair of swim shorts or a swimsuit, two terry or linen cover-ups, a wide-brim hat, lightweight linen for evenings, a rash guard if you're snorkelling. Skip anything heavy. Coastal places run on linen and terry for a reason.

What does HIHO stand for?

HIHO stands for Hook In, Hold On. It's the name of a windsurfing race that launched in the British Virgin Islands in 1979, week-long, 100+ miles, threading the islands, with everyone living aboard captained yachts. Andy Morrell won the famous Johnnie Walker Hook-In-Hold-On race in 1986, took over the event in 1992, and ran it for 20 years. The merchandise from those events, t-shirts, then rash guards, then resortwear, became the apparel brand HIHO is today.

The HIHO brand was founded by Andy Morrell, who arrived in Tortola as a young boy in 1969 when his family relocated from England. He grew up barefoot on the island, sailing and windsurfing in Cane Garden Bay. He placed 1st in the Hook-In-Hold-On race in 1986, took over running it in 1992, and built the apparel brand from the event's t-shirts. Today HIHO is run by Andy and his wife Fran from their home in Road Town, Tortola, with their two sons involved in the business. It's a family-run brand in the truest sense.

HIHO is based in Road Town, Tortola, in the British Virgin Islands. Tortola is a small island in the eastern Caribbean, surrounded by some of the world's most beautiful sailing waters. The brand was born here, designed here, and shipped from here. The Caribbean isn't an inspiration for HIHO, it's the address.

Is HIHO a sustainable brand?

HIHO is a family-owned brand based on a tiny island in the British Virgin Islands. Our island paradise is surrounded by breathtaking natural beauty, and our commitment to caring for it runs through every part of our business: the sourcing practices we use, the materials we choose, our production methods, and the packaging we send. Most of our suppliers are like us, smaller family businesses who share our vision for making well-crafted clothing in a meaningful and thoughtful manner. We call this our Island Ethos.

Women's New Arrivals

Discover the latest additions to maintain your effortless style. HIHO's new arrivals bring fresh looks made for seaside escapes.

Each piece is thoughtfully crafted to blend elegance with comfort. Find bestselling UPF50 sun shirts and cover-ups, breezy linen and cotton dresses, luxe Pima cotton terry, and cozy sweaters. All versatile staples that will carry you through every occasion. Easy to wear, easy to love, and built to last, this is the wardrobe that plays as hard as you do.