HoHeit began in 2019 with a simple, deeply personal frustration:
we could not find the clothes we wanted to wear.
At the time, we were just ordinary young people obsessed with skateboarding. But however many skate shops we visited, we could not find anything we genuinely wanted to wear. So we bought a plain Gildan T-shirt and painted it by hand. That was HoHeit’s first piece.
It was a small beginning, but the idea at its core has remained unchanged: to create, with our own hands, what does not yet exist.
After going on hiatus in 2021, HoHeit returned in 2026. This was not simply a matter of picking up where we had left off, but a new beginning—an opportunity to rebuild the brand itself. Today, we present each collection through multiple forms of expression, with clothing at the centre, alongside Zines, photography, films, writing and playlists.
HoHeit is shaped by British independent music, the aesthetics of noise and lo-fi, and the physical-media culture of the 1990s—from CDs to magazines. Yet our aim is not to recreate the past for nostalgia’s sake. Instead, we translate the sensibilities we have absorbed from other times and places into new forms, through our own perspective in contemporary Tokyo.
Clothing is one medium through which we bring the world of each collection to life. Zines, films and music are not promotional materials made merely to accompany the clothes, but works in their own right, expressing that same world from a different angle.
