2023
The first run
One rope hat, ordered in a single small batch because we wanted one and could not find it. Most of them went to friends before we ever listed them.
Est. on the Gulf Coast
Born in Texas.
Built for the water.
We make gear for people who spend real days on the water. Not a lifestyle brand that happens to sell shirts. A fishing brand that had to make its own.
The sun does not care how good your sunscreen is at hour nine.
Why we started making our own gear
01 · The problem
Nine hours of sun
changes what you buy
Anyone who fishes the Gulf knows the middle of the day. Glare off the water, no shade on a bay boat, and sunscreen that gave up somewhere around the third drift. The gear that solves it exists, but most of it is priced for a catalogue model who has never cleaned a fish.
02 · The answer
Make the piece
we kept looking for
UPF 50+ that holds through the wash. Fabric that dries before you get back to the ramp. A hood that actually covers your neck. Cut so you can cast in it, priced so you can own two.
03 · The range
Fresh water,
salt water, same brand
It started on Texas lakes and followed the water out. Red dirt to reefs, South Padre Island to the Florida Keys. The conditions change, so we build for the difference rather than pretending it is one coast.
04 · The proof
Worn by people
who actually fish
Guides, weekend anglers, families on the dock. The gear ends up in photos we did not stage, which is the only endorsement that has ever meant anything to us.
The everyday
Days that made
the product list
Texas bays, Gulf beaches and the lakes in between. Every piece we make started on a day like one of these.
What we will not cut
Four rules
Built for the water, designed for life
Durability and function first, whether you are casting lines, cleaning fish or kicking back at the dock. If it cannot handle the day, it does not ship.
Comfort meets performance
Breathable fabrics and flexible fits, made to move with you on the boat, in the shop or on the shore. Technical should not mean stiff.
Authentic style with a purpose
Inspired by the outdoors and grounded in utility, without sacrificing everyday wearability. You should want to keep it on after you load the boat.
Tested by anglers, trusted by all
Not just for looks. Built to perform under pressure and hold up to real use by real watermen and women.
How we got here
The short version
Drag sideways. Five years, one coast, and a product list that grew out of days on the water.
2023
Fresh 2 Salty
It started on Texas lakes. The first time we took the gear to the coast it came back covered in salt, still holding its colour, and the range stopped being a freshwater thing.
2024
Red Dirt 2 Reefs
Orders started showing up from Louisiana, then the Panhandle, then the Keys. Anglers who had never fished Texas were wearing it, so we made that the idea rather than a slogan.
2025
The hooded shirt
The piece everybody had been asking for. UPF 50+, quick-dry, and a hood that actually covers your neck. It became the one people come back for and buy a second of.
Today
Gear for the whole Gulf
Shirts, hats and gloves shipping from Texas to anglers from South Padre Island to the Florida Keys.
Next
More of the kit
Sun gloves in more sizes, a lighter long sleeve for the middle of summer, and the colours people keep asking us to bring back.
The crew
Out there right now
Real customers, real water. Tag #ReeledInSupply and you might land on this wall.
