About HIHO
Inspired by life in the Caribbean HIHO makes casual & comfortable clothing including linen shirts and sweaters, beach dresses, shorts, pants and soft cotton tees.
The HIHO story is a Caribbean love affair. We moved to the British Virgin Islands in 1969 when my brother and I were little boys. We grew up on Tortola, playing barefoot in the hills with our friends, hanging out in mango trees and sailing in the Sir Francis Drake Channel. We spent every Sunday on Cane Garden Bay which I honestly believed was the most beautiful beach in the World. As teens we sailed Sunfish, learned to surf & traveled to other islands to race yachts. Windsurfing became a passion and in 1986 I won the famous Johnnie Walker Hook-In-Hold-On race.
We still enjoy life in the islands, but now it’s with the pleasure of our families. My wife Fran and I have two boys who join me surfing, windsurfing & sailing, and in our favorite new sport stand-up paddling. In 1992 I took over the Hook-In-Hold-On event, shortened the name to HIHO, and ran it for 20-years.
Our HIHO clothing is based on the tropical lifestyle we love so much, and is influenced by our pristine environment and island life. Our clothing is soft, designed to be functional, colorful and comfortable in a chic island way. The casual, cool and elegant designs and our original prints are the hallmark of the HIHO brand.
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.
Who Founded HIHO?
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.
Where is HIHO based?
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.
