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PURE LURE pushed off the docks in 2018 to become the performance brand of choice for the adventurous watermen both on and off the water. Whether you are hooked into a Big Eye, fighting a Marlin or pulling a bass from your local pond, you can always trust that we will use the very best materials to ensure quality, comfort and fit at all cost. Building the best product will be at the very forefront of everything we do, GUARANTEED!

Featured products

Limited edition WMO jackets availble.
Pure to our core