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What is Hook And Vice?

Everyone has their own understanding of what Hook And Vice means to them. Technically, the hook represents the hook that is used to make a fishing fly. Vice is a play on the word vise which is used secure a hook in place when tying flies. We are hooked on fly fishing, adventure and life in the great outdoors and the lifestyle has become our vice. Hook and Vice is more than just fly fishing, it’s about being hooked on what you’re passionate about. Basically, turning your vices into something positive. At the end of the day, we all want to do what we love, and inspire others to do the same. Hook And Vice exists to remind us to explore the wild with a sense of adventure, deep-rooted respect and love, and to seek out good times with good people. Life is short, live the adventure.

While we pursue our adventures, we want to contribue something to the greater good. We respect the environment and give back to causes we believe in. How do we do that? By partnering with non profits, taking care of our environment and inspiring new generations of responsible fly fisherman and outdoorsmen.


Designed in British Columbia and worn around the world.

Hook And Vice is committed to quality, dedicated to fly fishing and is for those who want to look great both on the street and in the outdoors. Designed for those who demand style, prefer supporting an independent brand and are most at home in the mountains on a stream with a fly rod in hand.

Hook And Vice makes lucky hats perfect for catching bigger fish and hotter dates. When you put on a Hook And Vice cap you instantly get 42% better looking. Wear Hook And Vice at the coffee shop before fishing, a day on the river, and out at the bar when your fly fishing day is done.

You can find Hook And Vice fishing hats for sale at select retailers and online in our store. We also sell men’s clothing, women’s clothing, fishing caps, bucket hats, toques, beanies, t-shirts, hoodies, long sleeve t-shirts, kids clothes, phone cases, iPhone cases, mug, pillows and a whole lot more.

Meet your lucky new hat. Once you put it on, you may never take it off, and you don't have to because it’s perfect for adventures, fly fishing, and good times. It's been known to make men stronger, women sexier, and all who wear it damn lucky. If you don’t believe lucky caps, just ask one of our Hook And Vice Ambassador team how their Hook And Vice hats have changed their luck! You can check out our Ambassadors on our team page and on social media. Use the hashtag #hookandvice when searching for us.