Pure Lure RFG is 100% founder led on all fronts.
Our brand is built upon the knowledge and expertise of a foundation 35+ years in the industry.
At Pure Lure, we have a mission to design and develop our products with a modern day aesthetic, while providing complete performance for our customers.
The love of fishing is the very foundation of who we are.
NEW ARRIVALS
HEADWEAR
SHORTS
SHIRTS
JACKETS
HATS
PERFORMANCE
FLEECE
FLANNELS
FALL & WINTER
PURE LURE
BRAND HOUSE
We opened the Brand House doors in the spring of 2020, and the response was better than we could have imagined. Our storefront is located in the fisherman's harbor in West Ocean City Maryland, one of the busiest recreational and charter fishing docks on the Eastern Shore. Stop by and see Pure Lure Reel Fishing Gear, the performance brand of choice for the adventurous waterman.
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Military Discount
At Pure Lure we offer a 10% Discount for ALL Active Duty and Veteran Service members.