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This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world—all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: DABOYS15  at checkout for 15% off your first month, and we’ll donate 25% more to youth fishing programs around the country. Every once in a while, a kid goes fishing, catches a big one, and the whole world notices. That’s what happened to Joe , the face behind Fishing With Da Boys —a viral moment turned movement that’s bigger than just one cast or one clip. If you’ve scrolled Instagram lately, you’ve probably seen him: rod in hand, pure joy on his face, and the now-iconic line: “I’m lowkey so proud of myself.” Turns out, so is the entire internet. From Justin Bieber  to The Rock  to ESPN , Joe’s big catch got picked up by just about every corner of the online world. But this story isn’t about algorithms or influencer deals—it’s about something refreshingly simple: fishing with your friends and falling in love with it. The First Cast Joe started fishing two years ago when his Uncle Danny  gave him his first rod. Like most kids, he didn’t have a fancy boat or high-end gear, just a $20 setup and a neighborhood pond full of bluegill and bass. They moved in 2024, so he had to pause the hobby for a while. But once the lines were wet again, things clicked fast. Joe caught four  fish the day he filmed the video that changed everything. The last one, his biggest ever, is the one that sparked it all. “Some guy said I should make a video of it,” he told us. “Then Justin Bieber posted it… that’s when I knew.” From there, it spread like wildfire. ''' My friends from Minnesota called me on a group call to tell me they had seen me online." Fishing, Football & Viral Fame Joe’s not just a fisherman—he’s a football player, a die hard Bears, and Huskers fan, and a kid with a real curiosity about the world. So when ESPN picked up his video, it hit different. “I play football, so I watch ESPN. To see myself on their page with all the athletes was awesome.” He’s already brushed digital shoulders with Post Malone , and Jake Owen . And thanks to some gear hookups and support from fishing brands, Joe’s been able to chase even bigger adventures, like shark fishing in Marco Island and a full-on Florida Keys trip with the crew from Saltwater Experience . Still, he’s keeping it grounded. “I usually go fishing with my brother and neighborhood buddies. But I’m hoping to turn it into something bigger and meet a lot of new people all over the world.” The dream? Fish all 50 states. And maybe get a few NFL players on the water while he’s at it. No Flash, Just Fun Joe’s message is simple, and it cuts through all the noise. “Get outside and have fun. It’s way better than video games.” That hits harder than you'd expect in a world that’s constantly trying to sell the next shiny thing. Joe doesn’t care about trends. He just likes fishing. And he wants other people—especially kids—to know they don’t need expensive rods or perfect technique to start. “You don’t have to have the most expensive equipment to fish. The first rod I bought was $20.” That’s it. That’s the spirit. Pure. Unfiltered. And surprisingly rare. What’s Next for the Boys Right now, Fishing With Da Boys  is casual—just clips, memories, and moments. But the momentum is real, and Joe’s thinking about launching a YouTube channel  to share longer videos and behind-the-scenes content. He’s already landed a podcast interview with Tom Rowland, he’s got 36,000 followers and counting, and he’s been invited on trips, collaborations, and more. But he hasn’t forgotten where it started—or who helped. “I want to thank my mom and dad, my brothers, my friends, my football coaches, and my teammates on the Knights. I’m hoping to take my team fishing with me soon.” Whether it’s a backwater pond or the Florida Keys, Joe’s turning fishing into something way bigger than content. He’s turning it into a community. Be Lowkey Proud of Yourself This isn’t a story about follower counts or viral fame. It’s about how quickly the outdoors can bring people together. It’s about the power of a genuine smile, a first fish, and the kind of humble pride you can’t fake. It’s about Fishing With Da Boys —literally and metaphorically—and how that one simple idea can ripple across the internet and into the real world. So the next time you catch something big—or small—or just make a memory that matters... Go ahead. Be like Joe. Be lowkey so proud of yourself. Where To Follow Joe: TikTok: @FishingWithDaBoys Instagram: @FishingWithDaBoys This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world—all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: DABOYS15  at checkout for 15% off your first month, and we’ll donate 25% more to youth fishing nonprofits.

We’ve been following this story from the beginning. Here’s where it stands now, and why fly anglers across the U.S. should be paying close attention. When the U.S. House of Representatives tried slipping a public land sale into their budget bill earlier this spring, it sparked a storm of protest. That version was ultimately stripped from the final legislation, thanks to major pushback from conservation groups, outdoor industry leaders, and even members of Congress from both parties. But now, the idea is back—and the Senate version is much  larger.

This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world, all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: "OMBRAZ15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts. At Casts That Care , we’re drawn to brands that do things differently, not just for the sake of being different, but because they see a better way to solve a problem, and they’re willing to grind it out to make it real. That’s what drew us to Ombraz. If you're in the outdoor community, you've probably seen these guys... The armless sunglasses. Armless sunglasses sound almost like a gimmick… until you try them. And then you get it. They don’t slip. They don’t break in your bag. They’re light, durable, shockingly comfortable, and backed by a level of environmental commitment that’s more than just marketing fluff. In the fly fishing world, that kind of gear ethos resonates deeply. So we sat down with Jensen Brehm , one of the founders of Ombraz, to dig into the real story. Where the idea came from, how they actually pulled it off, and what it takes to build a company like this without selling out your values. This one isn’t just about sunglasses. It’s about what happens when two friends get obsessed with doing things the hard way, because it’s also the right way. The Barn, the Boys, and the 240,000-Step Grind Fast. Chaotic. Scrappy. And deeply intentional. That’s how Ombraz began, not in a sleek startup hub or under venture capital lights, but in the loft of a 104-year-old barn outside Seattle. It was Jensen Brehm and Nikolai Paloni, two friends with a wild idea: reinvent sunglasses by removing the arms. Completely. No investors. No playbook. Just 3,000 pre-ordered pairs and a mountain of work ahead. They stitched, threaded, tagged, and assembled each pair by hand, sometimes until 3 a.m., with help from friends, family, and anyone willing to grind. Jensen’s grandma pulled tags off cases. Day laborers from the Home Depot parking lot strung beads onto cords. Every pair took 80 individual steps. That’s 240,000 steps in total. They even brought in a stitch specialist (one who usually worked with brands like Filson and Louis Vuitton) just to perfect a bar-tack stitch that wouldn’t bunch or fray. All for a product that didn’t exist yet, and might not work. But they believed it would. Because Ombraz wasn’t built to ride a trend. It was built to solve a real problem. When the World Started Noticing The moment it all changed? Nikolai was walking down a street in Amsterdam when he spotted a random guy (someone they’d never met) wearing Ombraz. The sunglasses they made in a barn! That’s when they knew this wasn’t just a clever idea, it was a concept that could catch fire. It already had. But not through celebrity placements or splashy campaigns. Ombraz spread quickly via the way great gear always does: word of mouth. Because if the product works, and solves real problems. Once people try them, they don’t want to go back! Built for the Backcountry (and the Riverbank) Ombraz has been fully embraced by the bikepacking and gravel cycling community, which came as a bit of a surprise, Jensen admits neither he nor Nikolai are cyclists, but the "bikepacking/graveling community has turned Ombraz into THE sunglasses for bikepacking. A few key leaders in the space discovered Ombraz early on and their influence alone was enough to spread the armless concept like wildfire in the space."   Fly anglers, though? That one makes total sense. “They’re simple, no fuss, they solve problems, they’re minimalistic, and they look good,” Jensen told us. “What else could a fly fisher want?!” They’re dead-on for flats fishing, backpacking trips, alpine lakes, and saltwater skiffs. You don’t have to worry about the arms breaking off, digging into your temples, or getting caught in your hat strap. You throw them on, cinch the cord, and forget they’re even there. That functional-first approach is embedded in every design choice. Ombraz keeps their frames clean and timeless, no trendy shapes or flashy drops. “We don’t want to redefine style norms,” Jensen says. “We want to let the practicality of the product be the draw.” Culture, Curiosity, and the Rulebook They Actually Follow Internally, Ombraz operates with a rulebook that doesn’t feel like corporate jargon, it feels like a handwritten list on the side of a barn wall. Some favorites: Nothing is Better  – Arms? Who needs 'em. Armless truly delivers the best sunglass experience out there. Protect the Brand  – Don’t cut corners. Don’t chase hype. Don't Sellout. Protect the integrity of what they’re building... no shortcuts allowed. Raise the Bar  – Good isn’t good enough. Obsess over the little things. Quality is non-negotiable. If it can be improved, it will be. Deliver a Net-Positive Impact  – Carbon-negative is the baseline. Every pair makes the planet better, not worse. Be Curious & Think Outside the Box  – The whole armless thing started with a question. So keep asking them. Simplify  – Less flash, more function. Keep things clean so they can keep moving forward. – Strip away the unnecessary. Find Mentors  – Learn from people who’ve done it. Then chart your own path. – Ask smart people, dumb questions Think Scalably  – It’s not about growth at all costs—it’s about building systems that don’t break when things get big. Grow smart, sustainably, and without compromise. Have Some Damn Fun  – 'Nuff Said That mindset has led them to avoid gimmicks and instead invest in something most brands treat like an afterthought: customer service. “We make sure you’re treated better than any brand has ever treated you,” Jensen says. The Most Carbon-Negative Product on the Planet? Ombraz doesn’t just flirt with sustainability—they’re obsessed with it. For every pair sold, they plant mangrove trees... in massive numbers. The result? Each frame is 1,713x carbon-negative. They also don’t sugarcoat the realities: “We’re still shipping plastic around the world,” Jensen admits. “But we’ve got zero interest in doing that without delivering a substantial net-benefit.” In fact, they once pulled out of a planned appearance on Shark Tank  after realizing the VC pressure to “scale at all costs” didn’t line up with the mission. That integrity? It’s rare. And it shows. A Quick Tease for the Fly Community Fly fishers, take note, Jensen gave us the inside scoop: a fishing-specific, full-wrap frame  is in the word and can be expected, maybe as early as Spring 2026. Built with the water in mind. Until then, he swears their yellow-lens options outperform most competitors for on-the-water visibility: “You really have to try them on to understand how well they work.” It’s that “ah-hah” moment that keeps coming up. The one where you realize your old sunglasses just don’t cut it anymore. Why Ombraz Matters This isn’t a story about sunglasses. It’s about solving problems with relentless creativity. About building something in a barn that ended up all over the world. About staying weird, staying principled, and proving you don’t need arms to hold your head high. So if you’re on the fence, here’s the ask: try them on. Dial in the fit. Feel the difference for yourself. Ombraz didn’t just rethink sunglasses—they rethought what gear should feel like physically and metaphysically. Simple. Useful. Built to last. And once you feel that? You don’t go back. You can follow the Ombraz story on their Website: Ombraz.Com On instagram: @Ombraz , TikTok: @Ombraz Ombraz was kind enough to give us an affiliate link. If you’re thinking about picking up a pair, you can use THIS LINK — and all affiliate proceeds will continue to support our charity of the month. Thanks for reading. Thanks for giving back. This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world, all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: "OMBRAZ15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts.

Every year, USA Today's 10Best Readers' Choice Awards highlights some of the country’s finest destinations—and in June 2025, they dropped a list close to every fly angler's heart: the top 10 rivers for fly fishing in the United States. Read Full Article HERE

In recent years, fly fishing has found an unexpected spotlight far from the streambanks: the world of fashion and high-performance outdoor design. From the runways of Tokyo to the floors of the June 2025 Outdoor Retailer event, the aesthetics and ethics of fly fishing are becoming part of a larger conversation about sustainability, mindfulness, and style.

Father’s Day is here, so we figured, what better time to celebrate the dads of fly fishing? We’re not talking about your actual dad (though shoutout to him for yelling “Rod up!” on every trip). We’re talking about the guys who helped invent, shape, and popularize this sport — the original fly fishing father figures. So grab your vest, crack a cold one, and let’s cast back in time to meet the men who built fly fishing brick by brick. (Or should we say… rod by rod?) Sorry. Dad joke quota: engaged. Izaak Walton: The Philosophical Father Let’s start with the guy who literally wrote the book on it. Izaak Walton  dropped The Compleat Angler  in 1653 — part fishing manual, part poetic nature guide, part “two dudes walk into a river” philosophy scroll. It was basically the Ted Lasso  of the 1600s: oddly deep, kind of funny, and full of heart. Walton wasn’t teaching you to double-haul or bomb streamers. He was preaching patience, reverence for nature, and the kind of chill that only comes from sitting by a river with good company. And yes — he may have invented the “it’s not about the fish, it’s about the moment” line long before Instagram did. Lee Wulff: The Gear Dad You know that one dad who’s always tweaking the lawnmower, re-rigging his fishing setup, or engineering a better way to hang the garden hose? That was Lee Wulff , but make it fly fishing. This guy did it all: invented new flies (hello, the Wulff series), pioneered catch and release, designed the modern fly fishing vest, flew planes into remote fisheries, married Joan Wulff (an icon in her own right), and founded the Wulff School of Fly Fishing. In short: he was the dad who showed up, taught the entire Little League team how to cast, built the field himself, then flew a floatplane to Alaska before dinner. Joe Brooks: The “Let’s Go Anywhere” Dad Every friend group has that one dad who’s like, “Let’s just load the car and head north.” That’s Joe Brooks . Joe helped turn fly fishing into something bigger — and wilder. He was one of the first to bring the sport to saltwater, tossing flies at tarpon when most anglers thought you needed dynamite to land one. He wrote endlessly about new destinations and mentored a young Lefty Kreh (no big deal). If fly fishing ever became “cool,” it probably started with Joe. He made it accessible, exciting, and full of possibility — kind of like when your dad let you steer the truck down a gravel road. Lefty Kreh: The People’s Dad If Lee Wulff was the tinkerer dad and Joe Brooks was the wild uncle, Lefty Kreh  was the dad who taught everyone  in town how to cast. Lefty wasn’t just one of the most influential fly anglers in American history — he was approachable . He believed fly fishing shouldn’t be elitist. That it should be fun, accessible, and available to anyone with a $50 rod and a little time. He fished with presidents and celebrities, sure. But he also gave casting lessons at local parks, answered letters from beginners, and treated a 10-year-old beginner with the same respect as a tournament guide. He helped invent the Lefty’s Deceiver , one of the most versatile streamer patterns ever tied. He pioneered saltwater fly techniques. And he probably did more to teach fly casting in plain English  than anyone who ever lived. Joe Humphreys: The Eternal Coach You ever meet a dad who talks like a coach, teaches like a professor, and still runs up a hill faster than you at 70? That’s Joe Humphreys . Joe is one of the greatest educators  in fly fishing history. A former Penn State wrestling coach and professor of angling (yes, that was his job), he turned fly fishing into a language anyone could learn — and he did it with grit, humor, and heart. He helped develop and teach the tight line nymphing techniques  that are now essential to modern trout anglers. His “Night Game”  techniques helped anglers catch monster browns in the dark. And his films and books? Timeless. But maybe most of all, Joe is beloved because he’s still doing it . In his 90s. Still fishing. Still teaching. Still telling stories that make you want to grab your boots and go. The Fatherly Thread What ties all these legends together? It’s not just technique or tradition. It’s care . They cared about fish. About rivers. About passing on what they knew. And if that’s not the most dad thing of all, we don’t know what is. So this Father’s Day, whether you’re fishing with your dad, remembering him, or just thinking about the guy who handed you your first rod — know that this sport was shaped by father figures who wanted it to last. And if all else fails, just remember: “It’s called fly fishing, not fly catching.” – Dad, probably. Bonus: 3 Things to Do This Father’s Day Tie a fly and give it to your dad with a hand-written note. Share your favorite fishing memory online and tag @theflyboxllc. Read The Compleat Angler  — or at least pretend to and fall asleep in a hammock.

This piece is part of Sunday Cast , a weekly op-ed published in Casts That Care —our daily fly fishing newsletter. Each subscription helps support fly fishing charities, with 50% of fees donated every month, Join Us Here ! Read more. Think deeper. Fish better. By Kevin Wolfe | Casts That Care When you think about the most iconic brands in the world, a toy company from Denmark probably doesn’t rank high on your outdoor industry radar. But maybe it should. LEGO isn’t just a maker of colorful blocks. It’s a global powerhouse in nostalgia marketing, storytelling, community engagement, and modular design — and its playbook offers serious insights for the future of fly fishing. This case study isn’t about plastic bricks or kids’ toys. It’s about how one brand built something timeless , and how a sport like fly fishing, rooted in tradition and craftsmanship, can do the same. 1. Modularity: Empowering the End User LEGO’s Model: LEGO thrives because of its modular design — everything fits together, but no two creations are exactly the same. Whether you're building a spaceship or a castle, it’s the experience of building  that keeps people coming back. What Fly Fishing Can Do: Fly fishing already has modularity baked in: Rods can be 3-piece, 4-piece, packable Reels can be swapped based on weight or drag Leaders, tippets, and flies are fully customizable But the industry rarely markets it that way. Fly fishing brands could do more to celebrate that “build-your-own-setup” energy  — inviting customers to experiment, mix-and-match, and create rigs that suit their personal style. → Imagine a "Build Your Box" simulator online. → Or fly combo kits themed by region, species, or skill level — like LEGO sets. 2. Storytelling: Selling the Journey, Not Just the Gear LEGO’s Model: From The LEGO Movie to LEGO Star Wars, the brand thrives by turning products into stories. They don’t just sell blocks, they sell imagination. What Fly Fishing Can Do: Fly fishing is already one of the most story-rich  sports on earth. But too often, brands focus on the product and not the experience. → Let’s talk about that first brook trout someone caught with a 3wt they saved up for. → Let’s film guides teaching kids how to tie their first fly, and the memory that follows. Orvis and Patagonia do this well, but there's room for even more. Smaller brands, in particular, can build community through authentic storytelling , not polished, influencer-heavy ads, but real river stories. 3. Nostalgia: Don’t Run From the Past — Use It LEGO’s Model: LEGO re-releases classic sets all the time. They’re not stuck in the past — they celebrate it. That brings generations back together and makes older customers feel seen. What Fly Fishing Can Do: Fly fishing has decades of rich history — cane rods, feather-wing streamers, classic catalogs. But we don’t leverage that nostalgia nearly enough. → Imagine a limited “Revival Series” of classic flies tied to vintage specs. → Re-releasing heritage gear designs with modern materials. → Story campaigns built around “the first rod I ever had.” Nostalgia isn’t about going backward, it’s about honoring the journey that brought us here. 4. Community: Invite Your Fans Into the Process LEGO’s Model: LEGO Ideas is a platform where fans submit set concepts. If they get enough votes, LEGO might actually make  the set. Fans become co-creators — and brand evangelists. What Fly Fishing Can Do: There’s massive opportunity for fly shops and brands to open their doors to customers: → Let anglers vote on next month’s fly box theme → Host a “design a logo” challenge or DIY fly contest → Feature community-submitted stories or tyer spotlights on the homepage Brands that collaborate with their customers  build loyalty that money can’t buy. 5. Sustainability: Make It Central, Not a Side Note LEGO’s Model: By 2030, LEGO plans to make all core products from sustainable materials. They’re not just reacting to the market — they’re leading it. What Fly Fishing Can Do: This one's easy. We already should  care about the environment. Our sport relies on clean water and wild places. But consumers need to hear that story: → Use recycled wader materials? Tell us. → Support stream restoration? Make it part of your product’s backstory. → Partner with local conservation nonprofits? Celebrate it. Fly fishing isn’t just gear, it’s a gateway to environmental stewardship. That should be loud and clear. Final Cast: From Plastic Blocks to Perfect Loops No one’s saying fly fishing needs to look like a toy aisle. But brands like LEGO succeed because they understand the emotional core of what they offer  — imagination, community, creativity, and nostalgia. Sound familiar? Those values live in fly fishing too. We just have to tell the story better. Build smarter. And invite more people to play. Because the next generation of fly anglers? They aren’t looking for tradition. They’re looking for connection. And the brands that provide it — will win. 🔗 Sources & References: LEGO’s Marketing Strategy Case Study – Influencer Marketing Hub LEGO’s Sustainability Goals – LEGO.com Outdoor Industry Marketing Trends – Outdoor Retailer Orvis Company Conservation & Storytelling Strategy

With the first half of 2025 behind us, it’s time to pause on the riverbank and take stock: what gear are fly anglers actually buying this year? We dug through retail sales trends, industry reports, and insider forecasts to figure out what’s flying off the shelves, and what it tells us about where the sport is heading next. From rods to reels, tippet to tech, here’s what’s shaping up to be a gear-heavy season on the water.

In an age where retail stores are vanishing and e-commerce reigns, one company doubled down, literally. Dick’s Sporting Goods didn’t just try to save retail. They reimagined it. Their concept? Go bigger. Go bolder. Build temples to sport.

A New Era for Salmon Conservation A groundbreaking study released in May 2025 by researchers from Stanford University and several Indigenous organizations is reshaping how we think about fisheries management. Titled A Multimodal AI Framework for the Sustainable Management of Wild Salmon Fisheries in Indigenous Rivers , the study proposes a revolutionary way to track and support salmon populations: artificial intelligence guided by Indigenous ecological knowledge.

A New Era of Gear Is Here and It’s Personal Fly fishing is in the middle of a quiet revolution. It’s not being driven by major manufacturers or global retailers. It’s happening in garages, backyard workshops, and side-hustle studios. Across the country, and increasingly, across the world, small fly fishing brands are popping up at a faster pace than ever before.

Reading the River Differently In the age of rapid environmental change, tracking fish populations has always been a logistical nightmare. Boats, nets, electrofishing, and visual surveys can be costly, time-consuming, and often miss the bigger picture.