About US

Most brands start with a business plan.
Ours started on the water.

My name is Joe Hayes, and for as long as I can remember, fishing wasn’t just a hobby, it was the one place where life slowed down long enough for me to breathe. The smell of salt in the air, the hum of a reel, the moment the line goes tight… that’s where I learned patience, grit, and the value of good gear you can trust.

Years later, I started to notice something:
The fishing world was full of cheap products, loud gimmicks, and companies that treated anglers like numbers, not like a community.

So I made a promise…
If I ever built something, it wouldn’t be “just another store.” It would be a place for people who live the lifestyle.
The early morning launch crowd.
The offshore addicts.
The weekend warriors.
The folks who’d rather miss sleep than miss a bite.

That’s why this brand exists.

We create premium, purpose-built products designed for people who don’t cut corners, and don’t want their gear to, either. Every strap, every detail, every choice of material is done with intention. If it doesn’t earn a spot on the boat, it doesn’t leave our workshop.

But more important than the products…
We’re building a crew. A tribe. A family of anglers who share the same addiction to the water.

No egos.
No gatekeeping.
Just real people who love the chase.

Whether you’re chasing marlin offshore or throwing lures at sunrise, we’re here to support you with gear that looks premium, performs flawlessly, and lasts longer than the fish stories you’ll tell.

Welcome aboard.
You’re part of the family now.

— Joe Hayes
Founder