ATLANTIC SALMON: Scale of Change

A passion for wild salmon runs close to the surface for Fred, who is the founder and CEO of Canadian media and apparel brand Hooké. In fact, Fred says, Atlantic salmon are at the core of the company: “When I learned about it and realized the great migration that it makes and what it physically looks like - like that it actually shines - and then I said, ‘I want to show this to other people.’ And it was the seed of the beginning of Hooké.”

BY TOM CHENEY - https://www.instagram.com/tomcheney/

A passion for wild salmon runs close to the surface for Fred, who is the founder and CEO of Canadian media and apparel brand Hooké. In fact, Fred says, Atlantic salmon are at the core of the company: “When I learned about it and realized the great migration that it makes and what it physically looks like - like that it actually shines - and then I said, ‘I want to show this to other people.’ And it was the seed of the beginning of Hooké.”

Founded in 2012, Hooké has become a major player in the outdoors market, earning a reputation for blending a cool, laid-back style with real world functionality. A key ingredient in the winning recipe is inclusivity; Hooké’s marketing is adamant that salmon fishing - and the outdoors - are for everyone. It’s had a major effect: throughout Eastern Canada, as especially in Hooké’s home province of Quebec, more women and other minorities than ever are taking up fly fishing.

And while business is steady, wild Atlantic salmon are in trouble. Across the North Atlantic they’re suffering from hot, dry summers, climate-driven changes in the marine environment, and a multitude of negative effects from industrial sea-cage aquaculture. While long-term trends show some stability, recent years have brought record-low runs on many North American rivers, especially in the southern part of the range.

For years, Fred and Hooké have worked closely with conservation partners, like the Federation Quebecoise du Saumon Atlantique (FQSA) and Wildlife Habitat Canada. With Atlantic salmon in such a precarious situation, he knew he had to step up - in a big way.

Partnering with the Atlantic Salmon Federation (ASF) was a natural choice. Based in New Brunswick, ASF has been a leader in wild salmon conservation for over 75 years and operates throughout the North American range of Atlantic salmon. The organization runs on-theground conservation programs (like dam removals and other habitat restoration work), advocates for policies and fisheries management that protect wild salmon, and conducts cutting-edge research on wild salmon and their habitats.

Collaboration is a cornerstone of the ASF philosophy. Nathan Wilbur, who was recently appointed president of the Federation, notes, “Everything we do, we do with partners. There’s incredible strength in partnership, and we can accomplish so much more for wild salmon by working together.”

Fred’s approach is all about building community, sharing the passion for wild rivers, and increasing visibility. And that’s exactly what he and Hooké have brought to the collaboration. For example, working with ASF staff, the Hooké team designed a special line of clothing specifically for the partnership. With everything from hoodies to technical fly-fishing shirts, there’s something for everyone.

Storytelling has always been at the heart of the Hooké brand

Fred says, “We wanted to create branding where you can wear it and it’s your way of giving back. So, we did it to create more awareness, but also create income. For us it’s a way to say we care and we’re giving back. And also, they’re cool pieces of clothing. We’re working together to proudly wear it and talk about it. And I think it’s going to go down really well.” Unsurprisingly, the gear has been a huge hit, and plans are already in the works for a second round.

Storytelling has always been at the heart of the Hooké brand, and filmmaking is clearly one of Fred’s passions. He’s produced dozens of films over the years but saw the collaboration with ASF as an opportunity for a new challenge.

“I’ve done so many adventure films where you go out and you meet the people, you meet the guide, you talk about the place,” he says. “But it was time to say, let’s try something different, something to show all those people out there who are caring for the fish. So, it’s to share those stories, to continually inspire people to keep it going.”

The result is Scale of Change, a 44-minute documentary that takes viewers throughout salmon country - from Maine all the way to Greenland - telling the inspiring stories of people whose lives are intertwined with wild salmon and wild rivers. Featuring anglers, guides, researchers, filmmakers and artists, the film shows what Atlantic salmon mean to different people and just what’s at stake with the decline of the species.

And while the situation is urgent, Scale of Change ends with a distinct note of optimism: every action - even small ones - add up and together they make a real difference for Atlantic salmon.

When Scale of Change went on tour in spring 2025, it picked up speed quickly. Hooké and ASF originally planned about a half dozen screenings, but word spread and requests for showings poured in. The tour ballooned, and the film eventually showed in locations across Quebec and Atlantic Canada, as well as in Vermont and Washington state. “I think it’s going to spark a flame and it’s going to keep burning,” says Fred. “It’s the beginning of something bigger.”

Wild Atlantic salmon face some big obstacles. But Fred’s happy to be doing his part and knows it’s making a difference.

https://www.youtube.com/watch?v=lBAa0UG7DJk