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.