About

FitzAlan creates exceptional fly fishing equipment for people who fish seriously and have rich, demanding lives beyond the sport.

We design for individuals whose identities are already anchored in their own crafts, like chefs, architects, engineers, doctors, and builders. For you, fly fishing is a grounding escape into nature.

Some of you have fished for years and know exactly what you want. You do not need the sport explained. The FitzAlan Stone and the Air reels were designed for you.

Some of you have never held a fly rod. But you probably already travel and love to learn. We are designing future gear just for you.

What all FitzAlan anglers have in common is that fly fishing will never be the whole of who they are. FitzAlan was created for you.

Origin story

I came to fly fishing as a design executive who had served 100s of global clients like Amazon, Pfizer, and Square. I expected the majority of gear to match the timeless beauty of nature. Instead, I found a lot of cheap plastics, flashy colors, and giant logos.

FitzAlan was born to bring premium engineering and refined design together.

Fly fishing is a vast and global sport. Japanese Tenkara, Scottish Spey casting, and Patagonian streamer fishing all reflect unique philosophies and relationships with water. We started FitzAlan to marry uncompromising modern design with this borderless perspective on the sport.

Design philosophy

• Radical Minimalism. We avoid unnecessary parts, flashy branding, and external clutter to create seamless interfaces between you, your gear, and nature.
• Material Integrity. We minimize plastics, relying instead on materials like machined aluminum that will endure. We field-test across diverse conditions, from Montana trout streams to English chalk streams to Japanese mountain rivers.
• Intentionality. Our Tyrian red finish is based on an ancient Phoenician dye made from sea snails. Emperors and artists wore the color for centuries. It took weeks for us to get right.
• Small-Batch Production. We produce in precise, controlled quantities. We avoid forced annual product cycles, choosing to release new gear only when we have genuinely advanced the design and engineering.

What we believe

• Value the Experience. We believe healthy watersheds and quality time spent in nature matter more than catch counts or fish size.
• Fish Globally. Learning global fishing traditions makes us better anglers and more interesting people. The sport is older and larger than any single country's version of it.
• Live Widely. Fly fishing is a beautiful component of a multi-faceted life. The best reason to step into the river is simply to enjoy the water.

Ready to fish?

Start with our Air and Stone reels. Our two large arbor reels cover every water you'll fish.

• The Air. Engineered for lightweight rods and delicate presentations.
• The Stone. Built for heavier rods and demanding currents.

Form and function, calibrated to cover any water on earth. Every reel ships directly from our office in a premium gift box, complete with 30-day returns.