This week we chat with Noel Fox of Hook and Vice. Noel spends a lot of time chasing fins with a fly rod all over North America and beyond. He talks to us about his fly fishing journey, building a successful brand, fly fishing more and working less. Strives to be a great teller of stories, live the dream and pack it in ... pack it out. He has a cutting edge brand that oozes authenticity, Hook and Vice specializes in caps and gear designed in BC.