Pure Lure, Performance fishing gear and apparel for the adventurous

NEW ARRIVALS

JUMP INTO ADVENTURE WITH PURE LURE

NEW ARRIVALS CRAFTED FOR THE MODERN ANGLER

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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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WOMEN'S GEAR

DIVE INTO OUR NEW WOMEN'S SPRING COLLECTION.

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BOARDSHORTS & SWIMWEAR

BUILT TO GET THE JOB DONE.

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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.