After a lifetime in the apparel industry, 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, trolling for Mahi or pulling a Bass from your local spot, you can always trust that we will use the best materials to ensure quality, comfort and fit at all cost. 

Building great product and providing amazing service will always be at the very forefront of everything we do, GUARANTEED!

We are a family run brand, born by the sea and 100% live it.