The company was founded in 1995 and produces eco-friendly T-shirts, jeans and sportswear, with the aim of having ethically correct practices.

[4][5] Howies T-shirts often have images or slogans with political or environmental themes and are screen printed by hand in a workshop located at the brand headquarters.

[5] The Howies brand has a strong identity within many UK active sports, notably mountain biking,[6] surfing and skateboarding, and has sponsored a number of athletes in these disciplines.

[10] In 2003, Levi Strauss & Co. threatened to sue Howies over the placement of a logo bearing tab on the rear right buttock pocket of their jeans.

[14] In September 2009, David Hieatt, one of Howies' founders, mentioned on Twitter that he was due to leave the company at the end of October 2009.