From Trout Overalls to Bamboo Breakthrough: How ‘Free Fly’ Landed Among Fishing Faithful

A fly fishing apparel brand rooted in Montana is returning to the rivers and mountains of its home in honor of its 10th anniversary.

Free Fly is rolling out a campaign to celebrate its 10th anniversary as a brand. The campaign is a good ol’ fashioned ode to itself as a brand — and its customers.

In celebration, Free Fly has made a short film celebrate its Montana roots, history as a brand, and the sport of fishing. Now, a brand film isn’t anything new. (Though this film is a good one.) But on top of that, the brand is releasing new apparel, plus new colors for some existing styles.

Free Fly Apparel: New 10th Anniversary Styles

free fly apparel
Models wearing the Element’s Jacket (men’s and women’s), left, and Bamboo Fleece (men’s), right

Want to learn more about the brand? Here’s the story behind the film:

“The vision for Free Fly Apparel was born in the rivers and mountains of Montana, stemming from an observation that the outdoor industry had a big problem: performance apparel was too complicated and too uncomfortable,” Free Fly wrote.

“Now, 10 years later, the founding team spent a week in Montana to rediscover and celebrate the people and places that helped shape the brand.”

Runtime: 4 minutes

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Mary Murphy

Mary Murphy is the Managing Editor of GearJunkie and serves as the leader of Lola Digital Media’s DEI Committee.

She has been writing about hiking, running, climbing, camping, skiing, and more for seven years, and has been on staff at GearJunkie since 2019. Prior to that, Mary wrote for 5280 Magazine in Denver while working as an outdoor instructor teaching climbing, kayaking, paddleboarding, and mountain biking at Avid4Adventure. Based in Denver, Colorado, Murphy is an avid hiker, runner, backpacker, skier, yogi, and pack-paddleboarder.

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