How this shop works
Every fly shop worth loving has a few unwritten rules. We wrote ours down.
- 01
There are no stupid questions here.
We asked every one of them first. Nobody is born knowing what a leader is, what tippet does, or why the fly keeps landing in a pile. If you open a message by apologising for asking, we will skip straight past the apology and answer the question.
- 02
Wet your hands before you touch a fish.
Dry hands strip the slime coat that keeps a trout from getting sick. Wet hands, a fast fight, the fish kept in the water, the hook out with forceps. Every photo on this site follows the rule, and so should yours.
- 03
Budget rods catch the same trout.
An $89 outfit and an $1,100 outfit put the same fly in the same seam. One of them casts a little sweeter at fifty feet, and you will not be fishing at fifty feet for a while. Nothing on this site will ever tell you that you need to spend more.
- 04
We teach the method. We never name the creek.
Small water cannot survive a crowd, and a named creek in a popular article is a crowd. So we teach you to read a riffle, decode a regulations page, and find the water yourself — which works on every river, not just the one we could have named. Kindly don't ask.
- 05
Closed when the water's right.
It's a website, so it never really closes. But the sentiment stands: this shop exists to get you outside, not to keep you reading. Take the answer and go fish.
Come in. Ask the question. I asked them all first.