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

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Regular price $68.00
Sale price $68.00 Regular price
Alpine Green
Alpine Green
Regular price $68.00
Sale price $68.00 Regular price
Black
Black
Regular price $68.00
Sale price $68.00 Regular price
Heather Grey
Heather Grey
Lavender
Lavender

FALL & WINTER

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Regular price $90.00
Sale price $90.00 Regular price
Khaki
Khaki
Regular price $90.00
Sale price $90.00 Regular price
Green
Green
Navy
Navy
Regular price $90.00
Sale price $90.00 Regular price
Blue
Blue
Brick
Brick
Green
Green

FLANNELS

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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 $65.00
Sale price $65.00 Regular price
Autumn
Autumn
Blue
Blue
Grey
Grey
Olive
Olive
Slate
Slate

SHIRTS

JACKETS

HATS

PERFORMANCE

HEADWEAR

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

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 $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

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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 $20.40
Sale price $20.40 Regular price $68.00
Black
Black
Dark Khaki
Dark Khaki
Light Blue
Light Blue
Light Khaki
Light Khaki
Navy
Navy
Olive
Olive
Regular price $18.00
Sale price $18.00 Regular price $60.00
Black
Black
Dark Grey
Dark Grey
Green
Green
Khaki
Khaki
Navy
Navy
Off White
Off White