Hori means (loosely) to carve in Japanese. The Master Japanese Tattoo Artists all held this title (example: Hori Kurasawa.) "Sailor Jerry" being a Master American Tattoo Artist, created a similar title for himself. As a tongue-in-cheek title when collaborating with Japanese artists, Norman Collins (a.k.a. Sailor Jerry) signed any letters/documents with the title of Hori Smoku, which is more of a play on Japanese pronunciation of English words. It essentially "translates" as Holy Smoke.