FIND YOUR FLOW
STEWARD THE WATERS
Cultivated by our mission to protect the waterways anglers thrive on, and by our belief in equality, all our shirts are made from organic and sustainably produced materials, manufactured in a fair trade, family run factory in India. When you purchase one of our shirts you are not only buying something that benefits you, but does good for people and the planet.
THE TYER SERIES
Fly fishing has its name for one simple reason; anglers use artificial flies to catch fish. Yet, despite being the sports essential element, flies are rarely featured on apparel. We decided it was time for a change. Introducing our first 2021 gear line, the Tyer Series — inspired by the art of the flies.
WHATS SO FLY?
"Made for culture...fly culture"
There is a new generation of anglers transforming fly fishing from a sport and hobby into a culture and lifestyle. So Fly was built for this movement: we're set on becoming the brand icon of fly culture and to spread it's styles beyond the waters, fueling and leading the ever-expanding wave of young, passion driven anglers.
Mountains are life-forces for the rivers; the snow they accumulate in the winter melts away during the summer, providing a continuous flow of nourishing water for the fish and surrounding wildlife.
Likewise, the hook is the life-force of fly fishing: it is the medium through which anglers connect with nature and predicates the sport's catch and release philosophy.
Protecting the wild and combating climate change is not only ethically right, but it's vital for fly fishing's existence. This is why our logo is half mountain and half hook: metaphorically, we view mountains as the hook's life-force.
While the trickles of streams that flow from the mountains look nothing like the the vast, raging rivers they become. In reality, a 100 foot wide river is the same 5 inch stream starting in the mountains—it just looks different.
As So Fly continues to evolve and grow, our logo reminds us to stay true to the values and ideas we were founded upon: a love for fly fishing and a commitment to stewardship.