Patagonia Launches Simple Fly Fishing Campaign


| 3/31/2014 2:36:00 PM


Tags: fly fishing, outdoor recreation, fishing,

Patagonia logo

Patagonia, Inc., the outdoor apparel company, today launched its Simple Fly Fishing campaign — a program designed to demystify fly fishing and make it more accessible. The centerpiece is Patagonia’s Simple Fly Fishing kit, which contains a tenkara-style fly fishing rod, box of flies, line and leader, quick set up guide and a new book by Yvon Chouinard, Craig Mathews and Mauro Mazzo entitled Simple Fly Fishing: Techniques for Tenkara and Rod & Reel.

The kit is available in Patagonia retail stores across the United States, Canada, Japan and online starting today, and remaining stores on May 1. In addition, anyone visiting Patagonia stores can also get instant advice about the best places to go fishing in their local areas, as well as information about tenkara fly fishing clinics — open to the public — to be held in select retail locations in the coming days. This is the first time the company has sold gear for fly fishing, except for apparel.

“This is for the young person who has wanted to learn, but is intimidated by the complexity, elitism and expense of fly fishing,” notes Yvon Chouinard, Patagonia's founder and owner. “This is for the woman and her daughter who are put off by the image of the testosterone-fueled, good-old-boy bass and trout fisherman who turned the ‘contemplative pastime’ into a competitive combat sport. And for the long-time angler who has everything and wants to replace all that stuff with skill, knowledge and simplicity.”

The wisdom behind the campaign includes a belief that the way towards mastery of any endeavor is to work towards simplicity, and to replace complex technology with knowledge. Patagonia's Simple Fly Fishing kit aims to achieve just that. The tenkara fly rod contained in the kit — which has no reel — comes from a centuries-old Japanese fly fishing technique, which has been all but lost in modern-day fly fishing.

The rod is light, sensitive and elegant. Chouinard has found this incredibly simple technique to be highly effective at catching even the most difficult, highly selective fish. Patagonia developed the kit to promote the simplicity of this technique and bring many new people to the sport of fly fishing.




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