James Carlin - Founder
I discovered my passion for fly fishing in Ketchum, Idaho when I was twelve years old. My dad bought me a fly tying kit for Christmas and connected me with a local river guide and world renowned white water rafter/kayaker, who would teach me to fish and tie flies. The guide, Guy Robins, became my fishing mentor.
At my first tying lesson, Guy taught me how to tie a simple fly pattern called a Zebra Midge. After “wrapping” up our tying session, we headed to the river. On my first cast using the Zebra midge I tied that morning, I landed a beautiful sixteen inch rainbow. First fly, first cast, first fish! From that day on I was hooked.
The Birth of So Fly
In 2019, my 11th grade year, I noticed several trends around fly fishing. First, it appeared to be increasing in popularity among 12-34 year olds. I was able to experience this first hand and saw the collective passion around the sport, culture, and even stewardship that seem common among many anglers. I also recognize that there was no youth oriented brands for fly fishing. Where was the Quicksilver, RipCurl, or RVCA for fly fishing? It didn’t exist. This inspired me to build So Fly. A company for the new wave of fly anglers as well as for anyone drawn to the style and culture of fly fishing.
I want to say thank you to Kevin Hansmeyer for sharing his knowledge about business/apparel, Terry Ring, the owner of Silver Creek Outfitters, for being the first retailer to carry So Fly, Dave Reilly for the stunning photography, and of course my parents for introducing me to fly fishing and supporting my venture.
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