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What is HOOey??

1. noun: the last wrap, a half-hitch, used to secure legs in tiedown roping.

2. noun: nonsense, foolishness.

3. interjection: used to express disapproval or disbelief.

4. slang: celebrating after a particularly sick trick or run aka claiming


Homonym: HUI or DA HUI groups of Hawaiian natives dedicated to protecting local culture and surf breaks.


Started three years ago by founder Joey Austin, HOOey has quickly surfaced as one of the top product lines for the modern day rodeo scene. Thanks to their innovative designs and wide range of products, the HOOey brand is quickly becoming synonymous with style.


With his experience in other action sports, Joey was aware of the brands and clothing that were popular amid the younger crowd. Knowing that they were proud to rodeo, he decided to fill the gap with his own brand, HOOey, which would represent the sport. The name HOOey was derived from the last wrap used to secure the calf’s leg in tie down roping, and his brand takes influence from not only the western style of rodeo but also incorporates popular music, culture, and other sports.


The typical cowboy or cowgirl of today is usually involved in a wide range of activities, so the HOOey brand not only represents rodeo but goes above and beyond into a multitude of sports. Athletes of all kinds enjoy the style and comfort that HOOey has to offer. The HOOey clothing line features hats, wallets, boots, and more. HOOey hats and HOOey wallets are available in a variety of colors and special editions, such as a commemorative hat for United States Navy Seal Chris Kyle or an Oak Leaf Tooling Trifold wallet. Not being limited to strictly HOOey apparel, the brand offers a wide range of products which include iPad covers, flags, baseball caps, stickers, and more. All of their products are made with 100% passion and dedication and feature the HOOey name or logo embedded on them.

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