Use Code: MOMSRULE for 10% Off Your Order // Free Shipping on orders $99+

BEHIND THE BRAND

|

Cart 0

New Arrivals
Shop New Arrivals

NEW Spring '25

T-Shirts

Hats

Performance

Fleece Hoodies

New Arrivals

Blue Collar Fish'n T-Shirt

$34.00

Brand House Rally T-Shirt

$34.00

Founder 2.0 T-Shirt

$34.00

White Marlin Seal T-Shirt

$34.00

Cruz Knit T-Shirt

$48.00

Quepos Performance LS Button Down

$65.00

Quepos Performance Button Down

$60.00

Barretto Performance Button Down

$60.00

Buffett

$65.00

Palms Performance Button Down

$60.00

Sailor

$52.00

OFFSHORE DIVISION Premium Heavyweight Hoodie

$78.00
LAST CAST / SPRING SALE
Performance
Shop Performance

Long Sleeve

Short Sleeve

Hoodies

Youth

Women's

OFFSHORE DIVISION

Performance Gear ³¹

Performance Hoodies ⁵

Women's Performance ⁷
Tops
Shop Tops

Short Sleeve T-Shirts

Button Downs

Hoodies

Flannels

Long Sleeve T-Shirts

Corduroys

Women's

Fleeces ¹⁴

Button Downs ⁷

Shirts ³⁹
Bottoms
Shop Bottoms

Hybrids

Kinsley Cords

Boardshorts

Big Fish

E-Waist

All Purpose HULL

Pants

Women's

Shorts ¹¹

Bottoms ¹⁹

Women's Bottoms ⁶
Outerwear
Shop Outerwear

Fleeces

Jackets

Women's

Jackets

Kohut Jacket

$40.00

Capt'n Chesapeake Jacket

$90.00

Buckshot Quarter Zip

$65.00
Headwear & Accessories
Shop Headwear & Accessories

Beanies

Hats

Visors

All Headwear

Gift Cards

Flags

Stickers

Drinkware

Footwear

More Accessories

Hats ⁵³

Accessories ²⁴

Drinkware ¹⁹
Women's
Shop Women's

Atlantic Girl

Performance

Tops

Bottoms

Outerwear

Hats

Women's Apparel

Siren Beanie

$28.00

Hibiscus Women's Zip Fleece

$58.00

Flash Women's Crop Hoodie

$58.00

Racer Women's T-shirt

$36.00

KJ Racer Distressed Women's T-shirt

$36.00

Born to Fish Women's Boxy Tee

$32.00

Lily Women's Performance Sun Shirt

$54.00

Marine Goods Crew

$60.00

Sands

$48.00

Daily Women's Short

$50.00

Brand House Women's T-Shirt

$32.00

Chaser Women's Performance Sun Shirt

$54.00
Youth
OFFSHORE DIV.
Gift Cards

New Arrivals

All New Arrivals
NEW Spring 25
T-Shirts
Hats
Performance
Fleece Hoodies

LAST CAST / SPRING SALE

Performance

All Performance
Long Sleeve
Short Sleeve
Hoodies
Youth
Women's
OFFSHORE DIVISION

Tops

All Tops
Short Sleeve T-Shirts
Button Downs
Hoodies
Flannels
Long Sleeve T-Shirts
Corduroys
Women's

Bottoms

All Bottoms
Hybrid Shorts
Boardshorts
E-Waist Shorts
Corduroy Shorts
All-Purpose Hull Shorts
Big Fish Shorts
Pants
Women's

Outerwear

All Outerwear
Fleeces
Jackets
Women's

Headwear & Accessories

Hats
Visors
All Headwear
Gift Cards
Flags
Stickers
Drinkware
Beanies
Footwear
More Accessories

Women's

Atlantic Girl
All Women's
Performance
Tops
Bottoms
Outerwear
Hats

Behind the Brand

My Account

Log in Reset your password

Register

Forgot your password?

We will send you an email to reset your password.

Sign up for early Sale access plus tailored new arrivals, trends and promotions. To opt out, click unsubscribe in our emails.

Log In

Search our store

Popular Searches:

T-Shirt Blue Jacket

""

Discount Elligible

Filters

Price

From $

To

To $

Availability

In stock(237)
Out of stock(214)

Size

Color

Mossy Icon 2.0 Performance Sun Shirt

Select options

Mossy Icon 2.0 Performance Sun Shirt

Regular price $55.00

Sale price $55.00 Regular price

Unit price

/

Blacktip

Blacktip

Manta

Manta

Marlin

Marlin

Spindrift

Spindrift

The PURE LURE sun shirt offers a generous cut to maximize comfort both on and...

Select options

Taku Performance Sun Shirt

Select options

Taku Performance Sun Shirt

Regular price $54.00

Sale price $54.00 Regular price

Unit price

/

Black

Black

Columbia Blue

Columbia Blue

White

White

Pure Lure Taku Performance Sun Shirt - Inspired by the traditional Japanese art form of Gyotaku or printing fish...

Select options

Longfin Hat

Select options

Longfin Hat

Regular price $30.00

Sale price $30.00 Regular price

Unit price

/

Black / Lime

Black / Lime

Black / White

Black / White

Charcoal / Black

Charcoal / Black

Charcoal / White

Charcoal / White

Heather Grey / White

Heather Grey / White

Loden / Black

Loden / Black

The Longfin hat is here! A daily staple piece for any occasion. Adjustable Mid-Profile Snapback...

Select options

Tuna Bonez Crew

Select options

Tuna Bonez Crew

Regular price $50.00

Sale price $50.00 Regular price

Unit price

/

Charcoal Heather

Charcoal Heather

Heather Grey

Heather Grey

INDIGO

INDIGO

Ultra-soft cotton/polyester blend fleece. 80% cotton / 20% polyester blend Split stitch double needle sewing...

Select options

Founder T-Shirt

Select options

Founder T-Shirt

Regular price $34.00

Sale price $34.00 Regular price

Unit price

/

Charcoal

Charcoal

Military Heather

Military Heather

White

White

Pure Lure Founder T-Shirt Premium Bi-blend fabric: 50% Cotton / 50% Polyester Super Soft Pure Lure...

Select options

Capital Lo-Pro Hat

Select options

Capital Lo-Pro Hat

Regular price $34.00

Sale price $34.00 Regular price

Unit price

/

Black Camo

Black Camo

Dark Red Camo

Dark Red Camo

Denim

Denim

Rust

Rust

WHITE MARLIN CAPITAL OF THE WORLDThis garment-washed low-profile snapback with an unstructured crown is all...

Select options

Marli Performance Sun Shirt

Select options

Marli Performance Sun Shirt

Regular price $54.00

Sale price $54.00 Regular price

Unit price

/

Pearl

Pearl

White

White

The PURE LURE sun shirt offers a generous cut to maximize comfort both on and...

Select options

Mahiti Performance Sun Shirt

Select options

Mahiti Performance Sun Shirt

Regular price $54.00

Sale price $54.00 Regular price ~~$58.00~~

Unit price

/

Black

Black

Navy

Navy

All Sales Final on Discounted Items Rugged Mahi stencil print. PURE * tech fabrics offer...

Select options

Aloha Sluggo Women's Performance Sun Shirt

Select options

Aloha Sluggo Women's Performance Sun Shirt

Regular price $54.00

Sale price $54.00 Regular price

Unit price

/

Pink Blossom

Pink Blossom

White

White

This PURE LURE sun shirt is made specifically for the ladies. This shirt offers a...

Select options

Hinkle Visor

Hinkle Visor

Regular price $25.00

Sale price $25.00 Regular price

Unit price

/

Black

Black

Grey

Grey

Navy

Navy

Royal Blue

Royal Blue

Performance Pro Mesh Precurved visor Adjustable hook and loop closure SKU MAHTAHIN

Select options

Dibs Tank

Select options

Dibs Tank

Regular price $32.00

Sale price $32.00 Regular price

Unit price

/

Coral

Coral

White

White

Festival tank fit- featuring a scoop neckline, wide scalloped hem, and drape for a relaxed...

Select options

Sail Salute LS Performance Hoody

Select options

Sail Salute LS Performance Hoody

Regular price $60.00

Sale price $60.00 Regular price

Unit price

/

Arctic

Arctic

The PURE LURE sun shirt offers a generous cut to maximize comfort both on and...

Select options

« 1 … 4 5 6 7 8 … 26 »

Sort by

Featured
Best selling
Alphabetically, A-Z
Alphabetically, Z-A
Price, low to high
Price, high to low
Date, old to new
Date, new to old

Recently Viewed Products

Information

Brand House Retail Shop

Our store

Pure Lure Brand House
12808 Harbor Rd
Ocean City Maryland 21842

Open Daily
Monday - Sunday: 10AM - 6PM

Give us a shout

Get hooked!

Subscribe and receive a 10% OFF discount code.

© PURE LURE 2025

Payment options: