Hook And Vice

Hook And Vice is an independent outdoor apparel and accessories brand founded in British Columbia and designed in Whistler. Inspired by life on the West Coast and a passion for fly fishing, the brand creates gear for anglers and adventurers who want practical style both outdoors and around town. Its products are made for days on the river, camping trips, exploring, and everyday wear.

The collection includes fishing caps, trucker hats, bucket hats, toques and beanies, as well as men’s, women’s and children’s clothing. Shoppers can find T-shirts, long-sleeve shirts, hoodies, neck gaiters and accessories such as phone cases, mugs, pillows, patches and stickers. Hook And Vice also offers e-gift cards and sells through its online store and select retailers.

The brand’s identity reflects its founders’ enthusiasm for tying flies, fly fishing and outdoor adventure. Its mission emphasizes exploring responsibly, packing out what you bring in, using barbless hooks and keeping fishing spots private. Hook And Vice brings fishing-inspired designs to both the wilderness and the everyday.