BEST SELLERS
White Marlin Open
As the Presenting Sponsor of the White Marlin Open, we are giving you an extra chance to win big! If you’re wearing a PURE LURE performance shirt when you catch and weigh the winning White Marlin, Blue Marlin, or heaviest Tuna, we’ll cover your 2026 entry fee as a returning champion.
52nd Annual WMO
Official White Marlin Open Apparel
SHORTS
NEW ARRIVALS
HEADWEAR
SHIRTS
JACKETS
HATS
PERFORMANCE
T-SHIRTS
FLEECE
PURE LURE
BRAND HOUSE
We opened the Brand House doors in the spring of 2020, and the response was better than we could have imagined. Our storefront is located in the fisherman's harbor in West Ocean City Maryland, one of the busiest recreational and charter fishing docks on the Eastern Shore. Stop by and see Pure Lure Reel Fishing Gear, the performance brand of choice for the adventurous waterman.
JOIN THE COMMUNITY
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.
Military Discount
At Pure Lure we offer a 10% Discount for ALL Active Duty and Veteran Service members.