For only when it is your middle name do you realize the pure awesomeness which is so awesome that you will most likely die at the age of 20 due to too-awesomenessness.
It is often used as an adjective to define any form of physical object, event and/or situation.
"Did you see those tits ? Frickin' Hovde !"
"That car was like Hovde fast, man !"
"New shoes ?"
"Nah man, these are Hovde.."
"If Hovde was a hat, I would shove it up my ass."