NEW ARRIVALS

Presenting Sponsor of the 2021 White Marlin Open

PURE LURE

BRAND
 HOUSE

Where sportfishing is more than a sport. Visit the official retail location of Pure Lure, located in the fishermans harbor of West Ocean City Maryland.

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PURE LURE pushed off the docks in 2018 to become the performance brand of choice for the adventurous watermen both on and off the water. Whether you are hooked into a Big Eye, fighting a Marlin or pulling a bass from your local pond, you can always trust that we will use the very best materials to ensure quality, comfort and fit at all cost. Building the best product will be at the very forefront of everything we do, GUARANTEED!