What Does Hoeh Mean
No one really knows what HOEH means — not even Pep, and that’s exactly how he likes it.
He wanted a name that felt good to look at, to wear, to see stuck on a surfboard or the back of a road sign halfway across the world. Four letters, clean, balanced, symmetrical — bookended by H’s that feel steady and strong. It didn’t need to mean something; it just needed to work.
Maybe that’s why it feels like a logo you’ve seen before — on an old surf sticker, a skateboard deck, or a pair of boardshorts from the late ’80s. It’s got that quiet familiarity, like something you can’t quite place but instantly trust.
The three dots — blue, white, red — nod to the places Pep calls home: the U.S., Australia, and France. Together, they’re a kind of shorthand for his life in motion — a passport of colour, stamped in simplicity.
And the name itself? It travels light. It fits anywhere. You might see one of its stickers on a lamppost or an airport bench and wonder what it stands for. That’s part of the fun. Because HOEH was never about explaining itself — it was about finding your people.
HOEH is for those who notice the details, who live between places, who still believe the best things don’t shout — they stick.
