Shop Categories
Freshwater
Saltwater
Flyfishing
Ice
Seviin Reels
Apparel
New Apparel Now Available
Delivering the upper hand also means apparel that looks sharp and keeps you comfortable on the water no matter what the conditions…even if those conditions are wearing your favorite comfortable hoody or tee in town!
View Collection
Heritage + Passion
Something remarkable happens when you act on your convictions. You find focus, decisions become clear and your fear of failure fades. When Gordon Schluter returned to his northern Wisconsin home in 1977 to revive a struggling fishing rod company, he had one simple purpose – to create fishing rods that give anglers the upper hand.
Learn more about our history and craftsmanship