Sustainability
HIHO is based a tiny island in one of the smallest countries in the World. Our island paradise is surrounded by breathtaking natural beauty. Paradise is always fragile environment and we understand the importance of protecting and preserving our planet for future generations.
Our commitment to sustainability is woven into many areas of our business. From our sourcing practices, materials we choose, our production methods and the packaging we use. We strive to make eco-friendly decisions to minimise our impact on the environment. HIHO is a family-owned brand and we are proud to say that most of our suppliers are like us, smaller family businesses who share our vision for making well crafted clothing in a meaningful & thoughtful manner.
By choosing HIHO, you're not just making a style statement – you're making a conscious choice to support ethical and environmentally friendly practices.
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.
