How We Started? 

Founded in 2023 in the Bay Area by CEO Erron Neal

Our brand was born out of inspiration drawn from one of America’s biggest marijuana companies—Cookies, founded by San Francisco native and entrepreneur Gilbert Anthony Milam Jr., better known as Berner. As a rapper and business mogul, Berner's success story resonated deeply with Erron, who shares the same entrepreneurial spirit.

Growing up just 15 minutes away from Berner’s hometown while Erron was in Richmond ,California, envisioned creating a brand that could reach similar heights of success. With relentless ambition and a commitment to bringing his vision to life, Erron embarked on his journey in 2023.

Starting with just 70 hats and 100 T-shirts, Erron hand-crafted each piece right in his living room. Without a website or established platform, he hit the streets—selling his products at bars, clubs, lounges, comedy shows, and concerts. His determination to get his brand in front of people, even without the typical resources, speaks to the foundation of our company: hustle, passion, and a belief in the power of community.

Our Culture, Our Style

Erron set out to create a brand that promotes Bay Area culture and lingo through street fashion—leading to the creation of *OOH THIS HIM*. In the Bay Area, the word “HIM” is a symbol of self-confidence and assurance, representing the essence of someone embracing their true self. Whether it's a person, place, or thing, “HIM” embodies a sense of pride and swagger unique to the Bay. So, when a Bay native says, “OOH THIS HIM,” they’re expressing excitement and satisfaction about something they just bought, ate, or experienced.

Our brand’s authentic connection to Bay culture has caught the attention of some of your favorite celebrities and influencers. Within just a year of launching, *OOH THIS HIM* has been worn by icons like Brent Faiyaz, YG, DJ Mustard, Payroll Giovanni, and more. Erron takes pride in pushing *OOH THIS HIM* to the masses by building strong relationships within the fashion and entertainment industries. Through networking and creating meaningful connections, he’s been able to grow the brand quickly, all while staying true to the Bay’s unique vibe.

Our Mission:

At OOH THIS HIM, our mission is to remind you of who you are or who you’re becoming every time you wear our products. Our brand is designed to motivate and inspire both you and those around you.

Here’s a quick story that captures what we stand for: In April 2023, Erron was at a nightclub name Crybaby in downtown Oakland, California, promoting his brand with a friend. That night, he noticed a woman who seemed down in spirit. Erron introduced himself and sold her a Been Her hat.

Moments later, she was on the dance floor, smiling and dancing with the hat on. It was as if she was reminded of her true self the moment she put it on. That night confirmed for Erron that his brand could truly impact lives. This realization continues to fuel his passion to create more products that remind you you’ve always been HIM or HER.