About

You might be a surgeon who fishes Scottish lochs between conferences. Or an architect who picked up tenkara on a trip to Hokkaido. You probably didn't grow up fly fishing or wearing camo. And when you look at most fly fishing brands, nothing feels like it was made for someone like you.

Who we are

FitzAlan is a fly fishing brand based in the United States. We design performance reels and gear for anglers who fish around the world.

We sell direct, so there's no dealer markup. Every reel ships in a premium gift box with a 2-year warranty and 30-day returns. The Vernly Series starts at just $299.

We produce in small batches and obsess over getting the details right.

What we believe

Fly fishing is global. Scottish spey casting, Japanese tenkara, New Zealand nymphing, Patagonian streamer fishing. These regional traditions reflect different philosophies and relationships with water. Learning from them makes us better anglers and more curious people.

We believe watersheds matter more than catch counts. We believe outdoor gear should look more like a fashionable future and less like a military surplus catalog. And we believe everyone belongs on the water.

How we design

Every detail is intentional. 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.

When developing products, we work to minimize and wherever possible eliminate plastics. We field-test across diverse conditions, from Montana trout streams to English chalkstreams to Japanese mountain rivers. We'd rather make something excellent in small quantities than produce a lot of something average.

Ready to fish?

Start with the Vernly Series – our two reels cover every water you'll fish.