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About


Live the life you want to live.

Last year, Cristyn and I were sitting in a pub in London when we decided that we should just get on with it. 

We knew what the it was and what it wasn't and it definitely was about living the life that we want to live, not the one that society pushes us towards.

Both massive fans of the outdoors and in particular fishing, we knew that Hoox needed to be something special that could bring together a huge community of fellow lovers of the outdoors and the water.  We also knew from our backgrounds in advertising and the creative industries, that building a brand that gave back was very important to us. We saw Hoox as being a business that brought new people into fishing, men, women, kids. We also knew that all fishing is good fishing, whether that's on the ocean, a chalk stream or a lake. being out there is the thing. 

We kicked off for real in 2018 and invested our time and money into this business. 

Inspired by brands like Rapha, Taylor Stitch and Finistere, fishing companies like Redington and Loon, and the travel experience of Soho house, we cracked on. Its still early days but we are on our journey and so pleased that thousands of others support us too.

We have been building our team of partners and collaborators, from Andy, Jim, Liza, Adam and Georgina, to others who cannot be names or else they'll get in trouble with their bosses. We are a group of people who know how to make a product, to take people on amazing fishing experiences and now we are working on the next thing that takes Hoox to another level.

Still, the important things remain the same. As Apple founder Steve Wozniak once said, all the best things that I did at Apple came from a) not having money and b) not having done it before, ever. Every single thing that we came out with that was really great, I'd never once done that thing in my life. Woz would be happy to know that as we approach our first anniversary we’re still hustling to build the most inspiring, creative, and stylish company in fishing.

We truly love what we do and promise to keep on keeping on. 2019 is going to be full of journeys, stories and great catches. After all, whats fishing without that tug.