There are no shortage of companies creating gear for anglers these days. And, if it weren't for the fact that the stuff that many of the industry's most prominent brands are turning out lately is perhaps the best anglers have ever had access to, consumers would probably be less excited about new brands entering an already full space. Brands like Patagonia, Simms and Orvis have raised customer's expectations, and gear that not only works well but also lasts long and looks good is now the benchmark for the industry. Add in the fact that the makeup of the angling community is growing ever more diverse, and you've got a recipe for increased angler demand for hard working, long lasting gear, despite the existing bevy of options on the market. Given such, it is likely that new apparel company Western Rise, will get its fair share of attention when it launches its debut spring line any day now.
Should you chose to, you can go to Western Rise's website and read their marketing speak about what they're all about -- stuff like making apparel that "embodies this spirit of excitement and adventure" or that is a "tribute to the wandering soul of man" -- but you'll likely get more from a look at the sneak peeks they've offered at some of their coming products.
Western Rise's new lineup seems likely to include everything from wading jackets and baselayers to shorts, fishing shirts and even water bottles, as well as including apparel for men and women. And much of their new line seems to revolve around what the brand calls "DryRise", a technology that Western Rise says "resists water, microbials and the sun".
Will Waters, Western Rise founder, says the company is trying to do something different, which of course most anglers will welcome more than a brand setting out with the mission to do much of the same. Waters says, ”When we set out to create apparel that met the demands of [the fly fishing] lifestyle, we were searching for something different. So we decided to reexamine the design and support fly fishing and outdoor apparel could offer from the ground up.”
Stylistically, Western Rise looks like they're trying to design apparel that is evocative of the sport's heritage while adhering to more modern design sensibilities. The result may be apparel that will keep both grandfathers and hipsters tuned in. Most importantly, Western Rise says they're dedicated to building innovative and quality gear that has "serious attention to detail and craftsmanship" and many anglers are likely looking forward to seeing what they turn out.