Our Mission

A note from founder, Lars Hviding

When that first striper I caught at the Bay Bridge broke water, it looked as big as me! I was nine years old and dropping eels around the pilings with my dad. I’d caught bluegill and perch before, but that big striper hooked me into a lifetime of fishing.

To this day, I still feel that same passion anytime I’m on the water. Whether it’s from my local lake, the Eastern Shore stream where I once helped build an A-frame cabin, or out in the middle of the mighty Chesapeake Bay, I cherish the fish, any fish, that I’m lucky enough to catch.

Like many of the anglers I know, it’s important to me to pass my passion for fishing on to future generations. I want my kids and grandkids to enjoy that same intensity I felt when that first big rockfish cemented my life-long devotion to fishing. It’s my sincere pleasure to host this exciting project that will donate at least 10% of all sales directly to Coastal Conservation Association(CCA) Maryland.

Around our country, CCA chapters work hard to conserve, promote and enhance the present and future availability of coastal resources for the benefit and enjoyment of the general public.

As a Marylander and proud member, I am happy to help as they advise and educate the people in our region about conserving these fish I care so much about. Along with my team, I’ve worked hard to present some great-looking and quality performance fishing apparel. I hope you’ll share my passion by purchasing them and wearing them proudly!