The SITKA Fish Collection is a purpose-built premium line of fishing gear and apparel designed for serious anglers. Since launching in spring 2026, it has quickly established itself as a rugged, reliable option for those who demand the most from their gear.
At Flylords, we've had the opportunity to test much of the collection on the water and can confidently say it delivers an uncompromising system for dedicated anglers. But why would a brand best known for hunting gear enter the fishing space, and how does SITKA’s approach to R&D differ from the rest of the market?
Let's take a closer look at how SITKA moved into fishing and why the fly fishing industry was ready for a shake-up.
Key Takeaways:
SITKA entered fly fishing in 2026 with the Fish Collection, a complete system of waders, wading boots, outerwear, and technical apparel built for anglers who refuse to compromise on performance.
The SITKA playbook is the same one that redefined technical hunting apparel two decades ago: find the performance gaps everyone has learned to tolerate, then build purpose-driven gear to close them.
Quality fishing gear comes down to three things: durability, adaptability, and functionality. Every piece in the SITKA Fish Collection is designed to deliver all three.
Why SITKA Designed Fly Fishing Gear For Long Days & Tough Conditions
SITKA was started in 2005, with the two founders asking the question, why was hunting gear so inadequate? At that time, hunting apparel was limited to a handful of big-box brands that catered mainly to whitetail hunters. True technical hunting apparel was nonexistent, even as materials and fabric technologies continued to advance in the mountaineering, climbing, and skiing industries.
Shortly after, SITKA launched its first line of big game mountain hunting gear, blending advanced technical fabrics with groundbreaking camo patterns and purpose-built designs. This recipe was an instant success, and SITKA quickly expanded under the same motto to include whitetail and waterfowl hunting gear, including the industry’s first and only GORE-TEX waterfowl waders. In 2022, the brand launched its Turkey Collection.
Now, in 2026, SITKA applied the same principle once again to design and launch its Fish Collection. From durable waders to premium rain gear, this collection was designed for serious anglers, no matter what conditions they face.
The Current State Of The Fly Fishing Industry
A fly fishing boom caused in part by people’s desire to get outside during the 2020 pandemic has led to the current state of the industry. Countless new anglers flocked to the water, and a demand for quality gear came with them. Manufacturers rushed to meet the fresh wave of demand. But supply chain disruptions complicated production, creating shortages and delays across the industry. Established fly fishing brands struggled to keep pace, while new companies entered the market. This resulted in an influx of new waders and other fishing gear, with rushed R&D phases.
Within SITKA, there has always been a passionate community of anglers, so fly fishing was a natural progression for SITKA to do what it does best - design hard-wearing technical outdoor pursuit apparel that fills the gap in the market. This time, premium clothing for adventurous anglers and fly fishermen.
What Makes Quality Fishing Gear?
Quality fishing gear needs to cover three core requirements: durability, adaptability, and functionality. Check the box for all three, and you’ve got a product worthy of the most serious anglers, far-off destinations, and demanding conditions.
Durability
Anglers are notoriously hard on gear. We’re guilty of this ourselves, crawling over rocks, hiking through bramble bushes, and putting countless miles on our gear every season.
The gear we choose has to withstand that abuse year after year. When premium products carry premium price tags, durability quickly becomes one of the most important factors in any purchasing decision.
SITKA built the Fish Collection with longevity in mind. The CrossCurrent Wader lineup utilizes a four-layer GORE-TEX® PRO laminate designed to stand up to demanding conditions. The CrossCurrent Wading Boots complement that durability with minimal stitching and strategic zonal overlays that reduce potential failure points.
Angler wearing the CrossCurrent Zip Wader and Boots.
“Durability was a major focus across the collection—we make products that are going to stand up to the rigors of angling in harsh conditions and unforgiving environments day in and day out, year after year.” - Matt Carara, Product Line Manager
Adaptability
The next most important feature of fly fishing gear is adaptability. In simple terms, this means quality gear must be useful in multiple environments and varying conditions. You may be fishing in sunny 80-degree weather one day, then dealing with gale-force winds the next.
Investing in quality apparel, such as the Stormfront Jacket and Pant, that can adapt to these varying conditions is critical. The Stormfront series is designed as a lightweight, breathable rain system, perfect for summer storms on the river or long runs across rough water in a flats skiff.
Angler wearing the Stormfront Jacket over their CrossCurrent Waders.
Adaptable gear keeps you comfortable while fishing and saves you from buying countless different pieces of fishing apparel or gear.
Functionality
The last feature that sets premium fishing gear apart is functionality. Every pair of waders is designed to keep you dry, but how does it aid the rest of your fishing? For instance, pocket layout, wader fit, and additional features like reinforced knee pads add functionality that entry-level gear simply doesn’t offer.
On the water, this translates to better comfort, increased focus, and the ability to fish longer and harder. “We built all of our gear from the lens of the serious angler,” says Carara, Product Line Manager. “We didn't want to make generic rain gear, or just add ‘fish’ colors to our hunt products. We designed each style from the ground up, informed by dedicated anglers who demand performance.”
SITKA Fish
In spring 2026, SITKA entered the fly fishing market with its Fish Collection. The collection consists of gear and apparel designed for ‘anglers who give a damn.’ The ones who fish the hardest, stay on the water the longest, and expect their fishing gear to perform without compromise.
Rather than easing into the category, SITKA committed fully from the outset. The company developed products for both fly and conventional anglers, as well as freshwater and saltwater applications.
“Fish as a category has been on the SITKA roadmap for nearly a decade, but the actual product creation was about a two-year journey from concept to finished product,” Carara says. “We did many rounds of prototyping and a full year of field testing.” By taking the time to develop these products, SITKA created gear for anglers regardless of what they fish for or where they fish.
One advantage of a hunting company entering the fishing space is its ability to adapt proven technologies for new applications. Technologies like SITKA’s Guard Gear with Insect Shield® (debuted with the Turkey Collection) make good gear better by repelling mosquitoes, ticks, ants, and chiggers. “We've learned a ton about insect protection and recognized immediately the value to anglers who spend time in buggy environments—just like the turkey hunter,” Carara says. “Why dance around swatting mosquitoes when you could be fishing?”
SITKA’s premium material science also shows up throughout the collection, with proprietary fabrics and weaves designed to enhance your days on the water. SITKA’s unique relationship with innovative textile powerhouse Gore gives the brand rare access not only to GORE-TEX® fabrics, but also to the groundbreaking facilities at GORE-TEX Labs. This allows SITKA to rigorously test everything from waterproofing and durability to biometrics, making sure SITKA gear outperforms and lasts in the most grueling conditions.
What’s Next?
Purpose-built and dependable gear is a recipe for success in the fishing industry, and the Fish Collection achieved that out of the gate.
“We've been blown away with the positive reception we've received from our field testers, retail partners, and end consumers during the first six months of the Fish Collection,” Carara says. “We have more fishing products on tap and some things in the works that will redefine what anglers can expect from their apparel and gear.”
While we don’t know exactly what’s next for the Fish Collection, we do know that the same dedication to making premium gear will always come first for the brand and the consumer.
Sources & Further Reading
Line & Legacy: Brandon Palaniuk on Family, Fatherhood & Fishing
The Rogue River: A Ribbon of Life American Rivers is Protecting
Flylords
Flylords was founded in 2012 with a simple goal: to bring compelling storytelling and honest perspectives to a sport that needed a fresh lens.
