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Fly fishing is steeped in old world traditions, and only a few dull brands dominated the market. While considered the cool new sport, finding apparel that resonated with the new generation of fly fishers, many of who came from action sports backgrounds, was near impossible.
There was a need to present Fly Fishing in a new and more interesting light that connected to the skate culture of this new demographic, while still staying true to the essence of fly fishing.
The perception was this new consumer was stuck choosing brands that they didn’t connect with in order to be a part of the fly fishing community.
Hook And Vice makes quality products designed for life in the great outdoors. Their unique angle is that they are a fly fishing brand which is a growing target market that has been under served by contemporary design.
Our unique designs, and quality product quickly formed a strong emotional connection with Hook And Vice’s target audience and is now worn by both true outdoors people as well as the in-crowd in big urban centres who appreciated the outdoors.
Hook And Vice is now sold internationally and it well respected in both the traditional fly fishing community as well as avid younger fly fishers and aspiring outdoorsmen alike.
Our powerful brand opened us up to international retail chains and online sales much faster than we expected. Going on 4 years now, thanks to FreeBird Agency we are still going strong while others have come and gone.Co-Founder, Hook And Vice
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