As we look back on the past year and step into a new one, we’re proud to reflect on everything that has shaped our journey at Hooké. 2025 was marked by new product releases, meaningful collaborations, powerful storytelling, and countless moments spent connecting with the people who share our love for the outdoors. From conservation-driven partnerships to inspiring film projects and major events across Canada, each initiative brought us closer to our mission of protecting wild spaces and celebrating those who care for them.
Research & Development
Innovation has always been a driving force at Hooké, and this year our Research & Development team pushed that mission even further. Guided by feedback from our community and our own time spent in the field, we focused on creating products that are more durable, more functional, and better adapted to the realities of outdoor life. From refining materials to rethinking design details, every improvement was made with purpose.
This work led to several new products we’re especially proud to now offer. Gear built to perform in tough conditions while staying true to our values of sustainability, quality, and respect for nature.
Built for technical hikes, changing terrain, and long days outdoors, the Highland Pants are made from a durable double-weave softshell with built-in stretch. The Teflon Ecoelite™ water-repellent finish adds weather resistance without compromising comfort or breathability.
The Convertible Pants are a versatile choice for outdoor enthusiasts, designed to adapt to changing conditions. Made from quick-dry fabric with 95% nylon and 5% spandex, they combine lightweight durability with a Teflon Ecoelite™ PFC-free water repellent finish and certified UPF 50+ protection.
M’s Merino Wool Prospector Sweater
Crafted from ultra-fine 17.5-micron Merino wool, the Merino Wool Prospector Sweater blends technical performance with timeless warmth. Reinforced canvas panels at the forearms and shoulders add durability where it counts, making this sweater as tough as it is comfortable.
Collaborations
Our collaborations are deeply rooted in our values. We partner with people and organizations who share our vision of respect for nature, protection of wildlife, and long-term conservation. This includes working alongside non-profit organizations, Indigenous communities, and passionate individuals committed to safeguarding wild spaces for future generations.
Hooké x ASF – Wild Salmon, Wild Rivers
Wild Atlantic salmon face more threats than ever. This collaboration unites a shared passion for conservation and community action. By joining forces, Hooké and ASF aim to raise awareness, inspire stewardship, drive real change, and build a larger community for the protection of wild Atlantic salmon.
In conjunction with the release and global screening tour of Scale of Change, Hooké and the Atlantic Salmon Federation are proud to present the Wild Rivers - Wild Salmon collection, a 12-piece line of apparel and accessories for fly-fishing and outdoor enthusiasts. This collection is not only designed for outdoor adventure but also to support the preservation of Atlantic salmon and the rivers that sustain them, reflecting the spirit of conservation featured in the documentary.
Tapiskwan & Hooké Collection
In the fall of 2024, on the territory of the Atikamekw Nation, from Trois-Rivières to Obedjiwan by way of La Tuque, a meeting brought together Fred Campbell and Karine Awashish, co-founder of the Nitaskinan Indigenous Solidarity Cooperative, along with artisans from the Tapiskwan collective. Together, they shared their knowledge and their commitment to creating with respect and collaboration.
From this meeting merged a collaborative project carried by the Mamowinitotan - Living Together campaign of Indigenous Tourism Québec. An invitation to build lasting bridges between cultures and to give conservation a new meaning: creation in harmony with nature.From there was created a curated collection of shirts, poncho, t-shirts and long sleeves.
Content
Hooké began as a production company, and storytelling remains at the core of our identity. Creating films, series, and field stories is part of our DNA—it's how we highlight inspiring people, important issues, and the beauty of our land and waters.
This year, our team produced a series of meaningful projects that reflect our commitment to awareness and education.
Scale of Change: Together for Wild Salmon
Scale of Change explores how individual actions, no matter how small, can lead to monumental transformations for Atlantic salmon. From Maine to Greenland, the documentary brings together experts, anglers, guides, biologists, photographers, and filmmakers united by their shared passion for the species. Their insights and stories show that even the smallest actions, when united by a common purpose, can spark significant change to protect Atlantic salmon and the wild waters they call home.
The film highlights diverse efforts, from river restoration projects and dam removals to the challenges faced by communities in Quebec and New Brunswick. It showcases the resilience and passion driving conservation, unveiling the critical role salmon plays in ecosystems and communities alike.
With stunning visuals and heartfelt storytelling, Scale of Change emphasizes that collective action, fuelled by hope and dedication, can ignite meaningful change and preserve wild Atlantic salmon for generations to come.
Stay tuned! This February, we’re launching the Scale of Change Movie Tour, a brand-new initiative inspired by the PALM Festival.
From the Smallest Stream
From the Smallest Streams is a short film exploring the deep connection between water, land, and the passion for fishing. Set in the stunning Muskwa-Kechika Management Area of northern British Columbia, the film highlights the profound respect for nature intrinsic to fly fishing in this pristine environment.
Through beautiful cinematography and intimate storytelling, it showcases the dedication of anglers and conservationists working to preserve this wild landscape for future generations.
Viewers are invited to witness the magic of this rugged, biodiverse territory and understand the importance of protecting it for tomorrow's outdoor enthusiasts.
June
Follow 10-year-old June and her father, Fred Campbell, as they journey to the Northwest Territories. Set on the pristine waters of the Great Slave Lake, the film immerses viewers in the beauty of Thaidene Nëné, a protected area teeming with wildlife and fish. As June learns to fly fish for lake trout and grayling, the film highlights the profound importance of connecting children with nature and the many benefits it brings to their well-being. Join June and Fred on an unforgettable adventure that celebrates the power of nature and the bond between parent and child.
Stewards of the Land – Episode 4
We travel to Conne River, Newfoundland, where Fred Campbell joins guide Harvey Drew of the Miawpukek First Nation for a moose hunt rooted in ancestral traditions, deep respect for the land, and the importance of using the whole animal.
From harvest to craftsmanship, every step is guided by gratitude and connection. Back in Wendake, Québec, the moose hide is transformed into handcrafted moccasins with Bastien Industries, one of the few remaining Indigenous-owned businesses preserving this ancestral art.
This film is a powerful reminder that respecting nature and passing down knowledge are at the heart of who we are.
Events
We believe in meeting people where they are—on the ground, at community gatherings, and in environments where their passions come to life. Events allow us to listen, learn, and better understand the needs of anglers, conservationists, and outdoor enthusiasts. They also give us a chance to share our mission, gather valuable feedback, and strengthen the bonds within our community.
Here’s this year's next stops! Make sure to come and see us when the time comes.
A heartfelt thank you
As we close the chapter on another remarkable year, we are reminded that none of this would be possible without our community, the very people who share our passion for wild places, meaningful craftsmanship, and authentic stories. Every product launched, every collaboration built, every film created, and every event attended has strengthened our commitment to protecting nature and uplifting the people who care for it.
Stepping into the new year, we carry this momentum forward. With fresh ideas, renewed energy, and the same unwavering values that have guided us from the start, we look ahead with excitement for what’s to come. Thank you for being part of this journey, and for continuing to walk alongside us as we work to inspire, protect, and celebrate the outdoors together.
