Our Story

Welcome to HODA, where fun, humor, and comfort meet quality and lasting style! Our brand was born when we combined a little in-office banter with our personal annoyance at trying to find fun designs on high-quality t-shirts and hoodies.

The phrase below our core design, the now-iconic stick figure image, was born from a blend of humor, camaraderie, and a bit of workplace pressure. It all started within the playful yet competitive atmosphere of our founders’ office, where the phrase “Heat On Dat Az” was initially coined to spur each other on. Meant to embody the spirit of friendly motivation among coworkers, it quickly transcended the walls of our office and seeped into the local vernacular.

The phrase “Heat On Dat Az” became synonymous with the notion of applying pressure in a wide array of contexts—whether nudging a friend to follow through on plans, encouraging a colleague to simply do the right thing or meet a deadline; even in the heat of sports, where it vividly describes defensive players “putting the heat” on their opponents. Its relatability made it a local favorite, capturing the universal human experience of needing that extra push to get in line, stay in line, or cross the finish line.

At about the same time, our founders discovered that they shared a simple, common frustration. Too often, we’d come across visually appealing designs that left us disappointed by poor-quality fabrics or quite plain but very comfortable garments that just weren’t any fun. The market was flooded with compromises, and we found ourselves simply wanting a product that refused to sacrifice quality for fun.

Frustrated by the market’s compromise between quality and fun, we decided to bring the “Heat On Dat Az” ethos to life. Marrying fun, dynamic imagery with the highest quality clothing, our characters aren’t just any stick figures, they capture the essence of motion, effort, and the playful tension “Heat On Dat Az” embodies. Whether on the verge of scoring a goal, racing to beat the clock, or simply cheering each other on, our stick figures represent the diverse ways we put pressure on others to perform, and how we experience and respond to pressure in our lives. Our products range from premium cotton and tri-blend T-shirts to moisture-wicking jerseys, all designed to provide the perfect mix of fun and quality.

HODA stands for blending laughter with excellence, refusing to compromise on quality or enjoyment. We pride ourselves on offering durable, soft, and comfortable apparel, designed to last and to uplift. Our offerings are made for everyday wear and active lives, delivering on our core promises of fun, comfort, style, and quality.