About
Why We Started FitzAlan
The fly fishing industry has a narrow view of who anglers are and what they want. Most brands assume you are either chasing technical specs or you are drawn to tactical aesthetics and traditional outdoor culture.
There's a large, underserved group around the world who fit neither category – curious people who value thoughtful design, authentic community, and fishing as part of a rich, multifaceted life.
We started FitzAlan to serve that global community.
What We Believe
Fly fishing is inherently global. Scottish spey casting, Japanese tenkara, New Zealand nymphing, Patagonian streamer fishing – these regional traditions reflect different philosophies and relationships with water. Learning from these diverse approaches makes us better anglers and more engaged citizens of the world.
We believe watersheds and ecosystems matter more than catch counts. That genuine connection beats consumption culture. That outdoor clothing and gear should look more futuristic and less militaristic.
At FitzAlan, we're building for anglers who see fly fishing not as a separate identity, but as one thread in a complete, interesting life.
Everyone Belongs on the Water
Fly fishing has traditionally been depicted as exclusive and limited to a narrow demographic. We reject that entirely.
The rivers, streams, and watersheds belong to everyone. Our community welcomes anglers of all genders, races, cultures, and backgrounds. What unites us isn't where we're from or what we look like, it's shared curiosity, respect, and a commitment to authentic connection over gear obsession.
If you've felt like the fly fishing world or outdoor recreation wasn't built for you, we're here to change that.
How We Approach Product Design
Every detail is intentional. Our Tyrian red reel paint is based on an ancient Phoenician dye made from snails, a color worn by emperors and artists. It took weeks to get right.
Our reels use fully-sealed carbon fiber drag systems and have a T6061 aluminum construction. They're field-tested across diverse conditions, from Montana trout streams to Japanese mountain rivers. Each piece represents the marriage of traditional craftsmanship with contemporary refinement.
When developing new products, we seek to minimize and, wherever possible, eliminate the use of plastics. We care deeply about protecting the land and water that make our sport possible.
An Invitation
FitzAlan extends an invitation to those who recognize design quality, who care about the natural world, and who understand the value of embodied experiences – the pursuit of presence over optimization.
If you've been looking for a fly fishing brand that reflects your values, then welcome. We're building this for you, and we're glad you're here.
Welcome to FitzAlan
A Vernly Brand
Within the World of Vernly, FitzAlan represents the timeless art of fly angling, where nature provides both classroom and sanctuary.
The World of Vernly is made up of a family of brands, each devoted to elevating the human experience. Our brands cultivate culture and character while inspiring awe.