A Collaboration Between Peoples
On the lands of the Atikamekw Nation, a sincere and meaningful meeting took place.
In the fall of 2023, Fred Campbell, founder of Hooké, met with Karine Awashish, co-founder of the Nitaskinan Cooperative, and several Indigenous artisans from the Tapiskwan collective. Together, they shared a creative vision rooted in nature and ancestral knowledge, a vision where tradition and modernity come together.
What followed was an ongoing dialogue between the Quebec-based brand and the Indigenous collective, leading to the co-creation of unique Hooké x Tapiskwan pieces, available starting September 2025. This creative project emerged from an authentic cultural exchange made possible by the Mamowinitotan, Living Together campaign by Indigenous Tourism Quebec. It embodies the very goal of the initiative: to foster real, lasting connections between peoples.
Tapiskwan: Keeping Culture Alive Through Creation
Tapiskwan is more than a multidisciplinary collective of artists, artisans, and community members from the Atikamekw Nation. Coordinated by the Indigenous solidarity cooperative Nitaskinan, the collective offers workshops, artworks, and products rooted in the Atikamekw people's history, craftsmanship, and graphic heritage.
Each pattern and color used in this collection carries deep meaning. Blue, for example, represents the blueberry, a nourishing and identity-rich symbol. These visual elements aren’t chosen at random: they pay tribute to stories, values, and families. They reflect a living culture that chooses to express itself through contemporary forms.
By weaving these symbols into clothing created with Hooké, Tapiskwan shows how tradition can enter into dialogue with innovation without ever losing its essence. It’s a form of cultural affirmation that blends aesthetics with memory.
Hooké: Rooted in the Land, Guided by Respect
Since its founding in 2012, Hooké has been committed to exploring and protecting Quebec’s great outdoors. Its identity is grounded in strong values: authenticity, nature conservation, and a spirit of community. Through its products and content, the company promotes a lifestyle that is deeply connected to nature responsible, sustainable, and meaningful.
This project with Tapiskwan naturally aligns with that mission. For Hooké, it wasn’t just about collaborating with Indigenous artisans, it was about building a genuine relationship, grounded in listening and mutual respect. The initial encounter, during the Mamowinitotan campaign, marked the beginning of this shared journey.
A Collection with Meaning
The jointly designed collection includes jackets, t-shirts, and other everyday garments. Stylish, functional, and above all, rich in meaning. Each piece tells a story : a story of land, culture, craftsmanship, and most importantly, collaboration.
For Indigenous Tourism Quebec, seeing such a rich project emerge from an awareness campaign is a source of pride. “It’s exactly what we were hoping for,” says Laurence Lainé.
“To witness how a simple meeting, grounded in mutual respect and a shared desire to create, can naturally evolve into a real connection. These small moments can grow into something greater.”
This project is an inspiring example of what’s possible when people take the time to meet, to listen, and to build together. Every great initiative starts with a sincere, human, and future-oriented encounter.
A Collaboration Looking Ahead
The artists and artisans created original compositions and designs, while Hooké’s creative team colored, digitized, and adapted them for modern textiles. Every step of the way, the same intention remained: to preserve the spirit of the patterns while bringing them into the present. These garments extend culture into a contemporary visual language born from this meeting of Indigenous and non-Indigenous creators.
The photo and video shoot took place on Atikamekw territory, in locations chosen for their cultural significance. The intention was clear: to create a space that was respectful, authentic, and where Indigenous culture was not just represented, but fully embodied.
All models featured in the campaign were members of the Atikamekw Nation, selected in collaboration with the Nitaskinan cooperative. Men and women, elders and youth : their diversity reflected their community. On their faces, a quiet pride in being part of a project that honors them and carries their culture beyond borders.
Be Part of the Movement
This encounter between Hooké and Tapiskwan is not just a story to tell, it’s an invitation to live together differently. To explore the behind-the-scenes of this social and tourism initiative, and to discover other meaningful encounters, visit: tourismeautochtone.com/rencontres-autochtones
You can be part of the movement by purchasing a piece from the Hooké x Tapiskwan collection, available right here. By supporting the collection, you contribute to something greater: a movement of cultural connection, mutual respect, and living together.
Mikwetc. Thank you.
