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 with renowned brands such as Redsand, Billabong, Von Zipper, Under Armour & HUK.

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

JUMP INTO ADVENTURE WITH PURE LURE

NEW ARRIVALS CRAFTED FOR THE MODERN ANGLER

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FLANNELS

PERFECT FOR COOL BREEZY MORNINGS,

AND COOL AUTUMN NIGHTS.

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NEW ARRIVALS

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Regular price $68.00
Sale price $68.00 Regular price
Alpine Green
Alpine Green
Regular price $68.00
Sale price $68.00 Regular price
Black
Black
Regular price $68.00
Sale price $68.00 Regular price
Heather Grey
Heather Grey
Lavender
Lavender

FALL & WINTER

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Regular price $90.00
Sale price $90.00 Regular price
Khaki
Khaki
Regular price $90.00
Sale price $90.00 Regular price
Green
Green
Navy
Navy
Regular price $90.00
Sale price $90.00 Regular price
Blue
Blue
Brick
Brick
Green
Green

FLANNELS

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Regular price $21.00
Sale price $21.00 Regular price $70.00
Iron
Iron
Light Blue
Light Blue
Mint
Mint
Red
Red
Slate Blue / Red
Slate Blue / Red
Regular price $18.00
Sale price $18.00 Regular price $60.00
Brown
Brown
Dusk
Dusk
Navy
Navy
Regular price $65.00
Sale price $65.00 Regular price
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Slate
Slate

SHIRTS

JACKETS

HATS

PERFORMANCE

HEADWEAR

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Regular price $20.00
Sale price $20.00 Regular price
Duck Camo Brown
Duck Camo Brown
White / Rasta
White / Rasta
Regular price $28.00
Sale price $28.00 Regular price
Black
Black
Copper
Copper
Heather Grey
Heather Grey
Navy
Navy
Royal Blue
Royal Blue
Regular price $20.00
Sale price $20.00 Regular price
Navy / White
Navy / White

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
Regular price $52.00
Sale price $52.00 Regular price
Black Camo
Black Camo
Heather Grey
Heather Grey
Pigment Black
Pigment Black
Pigment Green
Pigment Green
Pigment Slate Blue
Pigment Slate Blue

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
+1 See 1 more option(s)
Regular price $40.80
Sale price $40.80 Regular price $68.00
Black
Black
Dark Khaki
Dark Khaki
Light Blue
Light Blue
Light Khaki
Light Khaki
Navy
Navy
Olive
Olive
Regular price $30.00
Sale price $30.00 Regular price $60.00
Black
Black
Dark Grey
Dark Grey
Green
Green
Khaki
Khaki
Navy
Navy
Off White
Off White