Quebec-based outdoor apparel brand Hooké is expanding into international markets, including Japan and Great Britain, following growth driven by founder Fred Campbell’s focus on nature-inspired, sustainable gear. The company, which generates $10 million in annual revenue, currently employs 27 people and distributes products through over 250 Canadian retailers, according to founder Fred Campbell.
How Hooké Scaled from Local Passion to Global Markets
The brand’s expansion strategy relies on partnerships with established regional distributors rather than direct-to-consumer infrastructure. In Japan, Hooké signed an agreement with I-Bic Co., a distributor that operates approximately 15 retail locations in the Sapporo region. According to Campbell, the Japanese partner initiated the contact, citing a strong cultural affinity for Canadian outdoor traditions and fly fishing.
Following a successful test run in April, the Japanese distributor doubled its order volume for the next delivery. Plans are currently underway to expand the brand’s presence beyond Sapporo into Tokyo. A similar strategy is launching in Great Britain next month, where a local distributor will introduce Hooké products to four storefronts across England and Scotland, targeting the region’s established salmon fishing community.
The Hooké logo was conceived by Fred Campbell during a salmon fishing trip with friends. After placing the logo on a cap and sharing it online, the immediate consumer demand helped launch the brand in 2012.
The Intersection of Content Production and Retail
Hooké functions as both a clothing brand and a media production house. Campbell, who began his career producing extreme sports films at age 16, maintains that his media work serves as a primary driver for brand visibility. His production company, Focus, previously secured contracts with Red Bull for the Crashed Ice event in Quebec, providing the logistical experience needed to scale his own content.
The company currently produces between 5 and 10 films annually. Recent projects include the series Wild Fish Wild Places, produced for the Swedish studio Loop, with filming locations in Argentina, Quebec, and New Brunswick. Campbell notes that this content-first approach allows the company to integrate its gear into authentic, high-stakes outdoor environments.
Why Sustainability Drives Brand Identity
Campbell identifies Patagonia founder Yvon Chouinard as his primary professional influence. In line with that model, Hooké focuses on using organic cotton and sustainable materials to ensure product durability. According to Campbell, the objective is to promote nature conservation rather than maximizing profit as an end in itself.
While Hooké has not reached the scale of major international labels, the brand maintains a significant footprint in the domestic market. Its products are currently stocked in major Canadian retailers, including Sports Experts, Sail, Latulippe, Atmosphère, La Cordée, MEC, and Simons. The company also provides apparel for the employees of the SEPAQ.
Pro Tip: Building Brand Authenticity
Campbell’s approach demonstrates that niche expertise—in this case, fly fishing and wilderness exploration—can serve as a foundation for apparel branding. By embedding the brand within the culture of the activity, companies can build a loyal customer base that views the gear as an essential part of the experience.
Frequently Asked Questions
Where is Hooké based?
The company is based in Quebec, where the majority of its 27 employees are located.
What are the primary markets for Hooké outside of Canada?
Hooké is currently expanding into Japan, specifically the Sapporo region, and the United Kingdom, with a focus on England and Scotland.
What is the company’s annual revenue?
According to Fred Campbell, the company currently generates $10 million in annual revenue.
Where can consumers find Hooké products in Canada?
Products are available in over 250 outdoor stores, including major chains like MEC, Sports Experts, and SAIL, as well as at Simons.
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