Hook & Hustle was born from a life lived on the water.

I was born and raised on the Coromandel Peninsula in New Zealand, surrounded by freshwater rivers, saltwater coastlines, shellfish beds, snapper, kingfish, and long days spent eeling as a kid. Growing up here meant learning early how to respect the ocean and make the most of what nature provides.

As I got older, I learned what it meant to hustle and build a life through hard work. That journey eventually took me to the South Island where I began working as a deep-sea fisherman. For seven years I spent up to eight weeks at a time out at sea, working long shifts, battling weather, and living the real life of a commercial fisherman.

During those long stretches offshore I started designing my own hoodies and t-shirts for the crew with our boat’s name on them. What started as something small quickly turned into a passion for creating gear that represented the lifestyle we lived every day.

Then my daughter came into the world, and everything changed. I knew it was time to be closer to home.

I returned to the Coromandel and began working in mussel farming, spending long days on deck under the summer sun, hauling ropes and working the ocean the way generations before us have done. Even after work the ocean was still part of life — snapper fishing, fresh mussels straight from the ropes, and the coastal lifestyle I grew up with.

That’s when Hook & Hustle truly came together.

Why Hook & Hustle

Hook represents the ocean, fishing, and the lifestyle built around the water.

Hustle represents the work ethic it takes to live that life.

The early mornings.
The long days.
The grind that most people never see.

Hook & Hustle is built for the people who know that life — fishermen, ocean workers, and anyone who respects the sea and the work it takes to live off it.

Our Mission

Our mission is simple.

To create clothing that represents the coastal lifestyle, hard work, and ocean culture of New Zealand.

This isn’t just clothing.
It’s gear inspired by real life on the water.

Thank You

To everyone who supports the brand — thank you.

Every order supports a small New Zealand brand built from real experience on the water.

From the Coromandel to wherever the ocean takes you…

Welcome to Hook & Hustle.