NEW ARRIVALS

JUMP INTO ADVENTURE WITH PURE LURE

NEW ARRIVALS CRAFTED FOR THE MODERN ANGLER

SHOP NOW

FLEECE & HOODIES

BUILT TO GET THE JOB DONE.

SHOP NOW

HEADWEAR

FISHING ALL DAY? WE'VE GOT YOU COVERED.

GEAR UP WITH A WIDE VARIETY OF HEADWEAR,

CRAFTED SPECIFICALLY FOR THE MODERN ANGLER.

SHOP NOW

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

SHOP ALL
Regular price $32.00
Sale price $32.00 Regular price
Black
Black
Oil Blue Heather
Oil Blue Heather
Royal
Royal
Sulphur
Sulphur
Regular price $32.00
Sale price $32.00 Regular price
Athletic Heather
Athletic Heather
Regular price $32.00
Sale price $32.00 Regular price
Charcoal Heather
Charcoal Heather
Oil Blue Heather
Oil Blue Heather

FALL & WINTER

SHOP ALL
Regular price $54.00
Sale price $54.00 Regular price $90.00
Khaki
Khaki
Regular price $54.00
Sale price $54.00 Regular price $90.00
Green
Green
Navy
Navy
Regular price $54.00
Sale price $54.00 Regular price $90.00
Blue
Blue
Brick
Brick
Green
Green

FLANNELS

SHOP ALL
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 $39.00
Sale price $39.00 Regular price $65.00
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Slate
Slate

SHIRTS

JACKETS

HATS

PERFORMANCE

HEADWEAR

SHOP ALL
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

FLEECE

SHOP ALL
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

SHOP ALL
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 $68.00
Sale price $68.00 Regular price
Black
Black
Dark Khaki
Dark Khaki
Light Blue
Light Blue
Light Khaki
Light Khaki
Navy
Navy
Olive
Olive