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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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.

NEW ARRIVALS

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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 $58.00
Sale price $58.00 Regular price
Seagrass
Seagrass
Sky
Sky

HEADWEAR

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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

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 $68.00
Sale price $68.00 Regular price
Blue
Blue
Camo
Camo
Fish Camo Black
Fish Camo Black
Fish Camo Blue
Fish Camo Blue
Light Grey
Light Grey
Regular price $56.00
Sale price $56.00 Regular price
CACTUS
CACTUS
Charcoal
Charcoal
Navy
Navy

SHIRTS

JACKETS

HATS

PERFORMANCE

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 $60.00
Sale price $60.00 Regular price
Ivory
Ivory
Pigment Cement
Pigment Cement
Sage
Sage

FLANNELS

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Regular price $39.00
Sale price $39.00 Regular price $65.00
Blue
Blue
Gold
Gold
Green
Green
Navy
Navy
Regular price $39.00
Sale price $39.00 Regular price $65.00
Blue
Blue
Stone
Stone
Tobacco
Tobacco
Regular price $39.00
Sale price $39.00 Regular price $65.00
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Slate
Slate

FALL & WINTER

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Regular price $90.00
Sale price $90.00 Regular price
Navy
Navy
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