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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HEADWEAR

FISHING ALL DAY? WE'VE GOT YOU COVERED.

GEAR UP WITH A WIDE VARIETY OF HEADWEAR,

CRAFTED SPECIFICALLY FOR THE MODERN ANGLER.

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NEW ARRIVALS

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Regular price $65.00
Sale price $65.00 Regular price
Black / Blue
Black / Blue
Navy
Navy
Navy / Orange
Navy / Orange
Olive
Olive
Red
Red
Regular price $65.00
Sale price $65.00 Regular price
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Red
Red
Regular price $74.00
Sale price $74.00 Regular price
Harvest
Harvest
Khaki
Khaki

FLEECE

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Regular price $68.00
Sale price $68.00 Regular price
Camo
Camo
Gun Metal
Gun Metal
Storm Blue
Storm Blue
Regular price $68.00
Sale price $68.00 Regular price
Black Camo
Black Camo
Duck Camo
Duck Camo
Navy / Gold
Navy / Gold
TIGER CAMO
TIGER CAMO
Regular price $60.00
Sale price $60.00 Regular price
Ivory
Ivory
Pigment Cement
Pigment Cement
Sage
Sage

HEADWEAR

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Regular price $32.00
Sale price $32.00 Regular price
Black
Black
Light Denim
Light Denim
Natural
Natural
Regular price $34.00
Sale price $34.00 Regular price
Black
Black
Natural
Natural
Navy
Navy
Regular price $32.00
Sale price $32.00 Regular price
Black
Black

SHIRTS

JACKETS

HATS

PERFORMANCE

FLANNELS

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Regular price $39.00
Sale price $39.00 Regular price $65.00
Blue
Blue
Gold
Gold
Green
Green
Navy
Navy
Regular price $65.00
Sale price $65.00 Regular price
Light Blue
Light Blue
Natural
Natural
Regular price $65.00
Sale price $65.00 Regular price
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Red
Red

SHORTS

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Regular price $64.00
Sale price $64.00 Regular price
Charcoal
Charcoal
Khaki
Khaki
Light Blue
Light Blue
Light Grey
Light Grey
Navy
Navy
Rust
Rust
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Regular price $68.00
Sale price $68.00 Regular price
Blue
Blue
Camo
Camo
Fish Camo Black
Fish Camo Black
Fish Camo Blue
Fish Camo Blue
Light Grey
Light Grey
Regular price $56.00
Sale price $56.00 Regular price
CACTUS
CACTUS
Charcoal
Charcoal
Navy
Navy

FALL & WINTER

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Regular price $90.00
Sale price $90.00 Regular price
Navy
Navy
Regular price $86.00
Sale price $86.00 Regular price
Black
Black
Natural
Natural
Regular price $90.00
Sale price $90.00 Regular price
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.

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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