HIHO

HIHOA Caribbean brand of clothing that originated from the well-known annual windsurfing event held in the British Virgin Islands.

The first HIHO event (then known as Hook-In-Hold-On) was held in 1979. Organized by St Thomas windsurfers it began on that island but raced up to the adjacent British Virgin Islands. The event blossomed and was sponsored by Johnnie Walker Scotch Whisky until 1986.

Current HIHO owner Andy Morrell competed and placed first in the 1986 edition of the event. Sponsor Johnnie Walker exited after the 1986 race and the event ceased running until 2003 when Morrell, looking for a change from World Cup racing, acquired the name and re-started the inter-island advanture.

The HIHO clothing brand started with the good T-shirt design that accompanied the re-launch of the event. Morrell sold T's, then bags and surf shorts from a store in Road Town on Tortola in the British Virgin Islands. By the late 1990's a stand-alone HIHO store was in place in town.

The brand expanded steadily with a wider range of clothing reflecting the owners passions for windsurfing, surfing & sailing. HIHO now boasts two stores on Tortola, plus one each in Antigua and Curacao.