Forest Gumption - 2020
About
About HoHeit
Tokyo, Japan - Est. 2019
WHO WE ARE.
HoHeit is an independent label founded in 2019.
Our influences are wide-ranging, but at the centre are noise-driven British independent music, skate culture, terrace culture, lo-fi aesthetics and the physical media culture of the 1990s — all reinterpreted through the unfamiliar perspective of contemporary Tokyo.
We translate those influences into clothing, Zines, films, poetry and playlists, each becoming a different fragment of the same world.
IT STARTED WITH A BLANK T-SHIRT.
2019
HoHeit began in 2019 with a simple frustration: we couldn’t find the clothes we wanted to wear.
We went from shop to shop, including skate shops, looking for something that felt right. Eventually, instead of continuing to search, we bought a plain Gildan T-shirt and drew directly onto it by hand.
That became the first HoHeit piece.
It was a small beginning, but the idea behind it has remained unchanged ever since:
If what we want doesn’t exist, we make it ourselves.
THE EARLY DAYS.
2020—2025
We kept making what we wanted to make, simply because we wanted it to exist.
Through the COVID years and lockdowns, what had begun as a small personal project gradually travelled beyond us. Through word of mouth, HoHeit found its way to artists, skaters, musicians and other creative people in different places — worn and shared by people we had never expected to reach.
Throughout those years, HoHeit remained instinctive and independent — closer to a personal obsession than a conventional clothing label.
BACK TO ZERO.
2026—
Through the creative people we met along the way, we began to realise that there was something more we could do — something that could only exist through HoHeit.
So in 2026, we chose to begin again from zero.
We rebuilt HoHeit as a culture label, expanding beyond clothing into Zines, photography, film, writing and music.
At the centre of this new chapter is an even deeper connection with the music we have always loved — particularly British independent culture and the physical-media world of the 1990s.
Rather than simply referencing that era, we use it as a language through which to create something new.
IF IT DOESN’T EXIST, MAKE IT.
Our starting point has always been simple: if what we want doesn’t exist, we make it ourselves.
The way we express it has evolved. The DIY spirit hasn’t.
We make the clothes we can’t find.
If the culture we want to belong to doesn’t exist, we’ll make that too.
HoHeit, Tokyo