NEW ARRIVALS

FLANNELS, FLEECE, AND JACKETS

NEW ARRIVALS CRAFTED FOR THE MODERN ANGLER

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HOODIES AND FLEECE

GEAR UP WITH THE LATEST

PURE LURE HOODIES FOR THE FALL SEASON

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BEANIES AND HEADWEAR

CATCH THE MOMENT IN OUR LATEST BEANIES.

DESIGNED TO KEEP YOU WARM AND IN STYLE

WHEN REELING IN THE BIG ONE.

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WOMEN'S GEAR

DIVE INTO OUR NEW WOMEN'S SPRING COLLECTION.

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NEW ARRIVALS

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Lenox Polar Fleece
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Lenox Polar Fleece

$65.00
$65.00
Black / Blue
Black / Blue
Navy
Navy
Navy / Orange
Navy / Orange
Olive
Olive
Red
Red
Riordon Polar Fleece
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Riordon Polar Fleece

$65.00
$65.00
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Red
Red
Raffo Flannel
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Raffo Flannel

$74.00
$74.00
Harvest
Harvest
Khaki
Khaki

FLEECE

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Ink Pen Hood
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Ink Pen Hood

$68.00
$68.00
Camo
Camo
Gun Metal
Gun Metal
Storm Blue
Storm Blue
TB Sluggo Hood
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TB Sluggo Hood

$68.00
$68.00
Black Camo
Black Camo
Duck Camo
Duck Camo
Navy / Gold
Navy / Gold
TIGER CAMO
TIGER CAMO
Marine Goods Crew
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Marine Goods Crew

$60.00
$60.00
Ivory
Ivory
Pigment Cement
Pigment Cement
Sage
Sage

HEADWEAR

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Marine Goods Beanie
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Marine Goods Beanie

$28.00
$28.00
Black
Black
Red
Red
Siren Beanie
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Siren Beanie

$28.00
$28.00
Light Blue
Light Blue
Pink
Pink
Mariner Beanie
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Mariner Beanie

$28.00
$28.00
Charcoal
Charcoal
Navy / Gold
Navy / Gold

SHIRTS

JACKETS

HATS

PERFORMANCE

FLANNELS

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Outboard Flannel
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Outboard Flannel

$39.00
$39.00 $65.00
Blue
Blue
Gold
Gold
Green
Green
Navy
Navy
Asher Corduroy Shirt
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Asher Corduroy Shirt

$65.00
$65.00
Light Blue
Light Blue
Natural
Natural
Riordon Polar Fleece
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Riordon Polar Fleece

$65.00
$65.00
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Red
Red

SHORTS

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Harbor Daze
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Harbor Daze

$64.00
$64.00
Charcoal
Charcoal
Khaki
Khaki
Light Blue
Light Blue
Light Grey
Light Grey
Navy
Navy
Rust
Rust
+1 See 1 more option(s)
PM Canyon Hybrid Ripstop
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PM Canyon Hybrid Ripstop

$68.00
$68.00
Blue
Blue
Camo
Camo
Fish Camo Black
Fish Camo Black
Fish Camo Blue
Fish Camo Blue
Light Grey
Light Grey
Big Fish
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Big Fish

$56.00
$56.00
CACTUS
CACTUS
Charcoal
Charcoal
Navy
Navy

FALL & WINTER

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Capt'n Chesapeake Jacket
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Capt'n Chesapeake Jacket

$90.00
$90.00
Navy
Navy
Groom Jacket
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Groom Jacket

$86.00
$86.00
Black
Black
Natural
Natural
Kohut Jacket
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Kohut Jacket

$90.00
$90.00
Blue
Blue
Brick
Brick
Green
Green

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.

Learn More

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.

Military Discount

At Pure Lure we offer a 10% Discount for ALL Active Duty and Veteran Service members.

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