FREE SHIPPING ON ORDERS OVER $125

Pure Lure

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.

Pure Lure

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.

Oval Tuna Performance LS

Offers UPF 50+ Sun protection, stain release and cool moisture-wicking properties to keep you comfortable.

Shop Performance

Willy Cap

The Willy Cap offers a relaxed casual structured fit with pre-curved bill.

Shop Hats

Sluggo TB

SHOP SHIRTS

Capt’n Chesapeake

SHOP JACKETS

Shop Our Bottoms

SEE COLLECTION

The Chaser Ultra-Light

Zip Secure Pocketing

Shoulder Venting

Side Mesh

Chaser

SHOP NOW

Lavallette

SHOP NOW

Brother B

SHOP FLANNELS

NEW ARRIVALS