Whats in A Name?
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.
