Kwe!
Born from the meeting of Hooké’s adventurous spirit and Bastien’s ancestral know‑how, TIA’M—which means “moose” in Mi’kmaq—celebrates much more than just a moccasin: it honours the symbiosis between nature, hunting and the passing down of knowledge.
A partnership woven from respect and passion
This collaboration didn’t come together overnight. Jason Picard‑Binet, President of Bastien, and Fred Campbell, co‑founder of Hooké, have known each other for years. Even before Bastien was reborn under Jason’s vision, the two men shared the same playground: the Indigenous territories of Canada, where hunting, fishing and respect for the living are practised as a way of life.
When Jason worked in Indigenous tourism, he was already collaborating with the Hooké team to showcase hunting and fishing spots on lands belonging to Indigenous communities, from the North Shore to the West Coast. These experiences forged a genuine bond based on love of the land, preservation of traditional knowledge and a desire to tell true stories.
Bastien’s revival and the promise of an authentic collaboration
In 2022, when Jason took the reins of Bastien, he already knew he wanted to work with Hooké again.
« It was obvious. Hooké shares our values: respect for the land, sustainability, transmission and a deep sense of doing things right.»
— Jason Picard-Binet, Bastien
The opportunity presented itself naturally with the launch of Stewards of the Land, a Hooké series exploring the sacred relationship between Indigenous peoples and nature.
During filming, the team met Harvey Drew, a Mi’kmaq guide from Miawpukek First Nation on the south coast of Newfoundland. Together they experienced a moose hunt (called Tia’m in Mi’kmaq and Aoskway in Wendat) guided by the Indigenous principle of circular thinking: nothing is wasted and everything is respected.
A moccasin born of circularity
That experience gave birth to TIA’M, an arahchiou’ that embodies circularity in all its splendour. Made in Wendake from locally tanned moosehide, it tells the complete story of the relationship between people, the animal and the land.
The supple, breathable leather moulds to the foot over time to offer a living, almost organic comfort. The crepe sole, moulded from 100 % natural rubber, provides a soft, authentic grip—perfect for walking in harmony with the earth. Each pair is a testament to craftsmanship rooted in durability, pride and gratitude for what nature offers.
More than a moccasin, a living tribute
TIA’M isn’t a product. It’s a living tribute to the sacred relationship between humans and nature. It symbolizes the union of two worlds: that of Indigenous craftsmanship and that of modern northern adventure. It proves that when we unite our strengths and our visions, we can build something beautiful, real and meaningful.
« This project reflects the Indigenous heritage of the moose hunt, where every part of the animal is valued. »
– Fred Campbell, Hooké
« We wanted to create more than a moccasin: a bridge between two cultures, between tradition and modernity. TIA’M is our way of thanking the land and reminding everyone that every act, every resource and every piece of knowledge has its place in the circle of life. »
— Jason Picard-Binet, Bastien
Shoes of history, arahchiou’ for the future. TIA’M is the meeting of the North, leather and heart.
Tiawenhk, entïio' chia' önenh!
The Wendat words of the day
- Kwe! : hello, hi
- Arahchiou' : moccasin
- Tiawenhk : thank you
- Entïio' chia’ : good day
- Önenh : goodbye
