Vincent did not use the actual color of objects in his paintings, he used more intense colors. Pissaro was right when he stated, One has to exaggerate, either in harmony or in contrast, and use more intense colors. In the preface to Pierre and Jean, Maupassant states that, An artist is free to exaggerate, and create his work in an imaginary world more beautiful, simpler and better than ours.

Vincent would spend his days painting in the field under the sun. Hito’s third catalog, Lust for Life, with reference to Van Gogh’s color palette, presents the viewer with a combination of life, excitement and ecstacy.

HITO your summer with LUST FOR LIFE.


HITO is presenting its 2nd catalog, THE PARTY.

This catalog, named based on its reference to the visual world of the movie THE PARTY, offers to you a simple yet chick collection of combinations of black and white. We believe that the outfits of this collection can be suited to all occasions, be it a party or a casual gathering, or a formal work meeting, a lecture or an art presentation. With "THE PARTY" collection, the dilemma of choosing and matching clothes will become history. HITO your STYLE and PARTY with us.

Bill: Yes, yes, and I'm Bill, I think. Well, I used to be.

The Party


ON THE ROAD collection is the first catalog of HITO based on the sociology of Iranian culture. In this catalog we tried to present the clothing acquired from the natural elements with casual and boundless style, but in harmony with the other items of catalog in the way that by selecting some items of ON THE ROAD, a variety of different compositions will reside in your closet.

HITO identifies it's first catalog as a journey and exploring experience, therefore we have called this collection ON THE ROAD.

ON THE ROAD is a famous novel by Jack Kerouac. In 2012 a film with the same name is adapted from the novel and directed by Walter Salles .

We suggest to read the novel and watch the film while our Zero Catalog is out. Be with us ON THE ROAD.

“Our battered suitcases were piled on the sidewalk again; we had longer ways to go. But no matter, the road is life.”

Jack Kerouac, On the Road