
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
Regular price
$68.00
Sale price
$68.00
Regular price
Heather Grey
Lavender

FALL & WINTER

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


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

FLEECE
Regular price
$68.00
Sale price
$68.00
Regular price
Camo
Gun Metal
Storm Blue
Regular price
$68.00
Sale price
$68.00
Regular price
Black Camo
Duck Camo
Navy / Gold
Regular price
$52.00
Sale price
$52.00
Regular price
Black Camo
Heather Grey
Pigment Black
Pigment Green
Pigment Slate Blue

SHORTS
Regular price
$64.00
Sale price
$64.00
Regular price
Charcoal
Khaki
Light Blue
Light Grey
Navy
Rust
Regular price
$40.80
Sale price
$40.80
Regular price
$68.00
Black
Dark Khaki
Light Blue
Light Khaki
Navy
Olive
Regular price
$30.00
Sale price
$30.00
Regular price
$60.00
Black
Dark Grey
Green
Khaki
Navy
Off White