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ICAST On The Water: Fin-Nor’s move into eyewear explained


Pure Fishing’s recently acquired reel and rod brand Fin-Nor surprised many with its expansion into angling sunglasses earlier this year.

And the fruits of its labours were on show for the first time at the ICAST On the Water event today on the eve of the world’s largest fishing tackle trade show in Orlando, Florida. 

Kaitie Waite, of Pure Fishing’s representative, Gunpowder PR (pictured with Pure Fishing’s Quinn Faeth) revealed the reason for Fin-Nor’s move into a totally new sector. “Pure Fishing is reinvigorating the brand. It will focus on rods and reels, but it will also feature hi-tech tools. The number one goal is to provide fishermen with something to gravitate to.”

The eyewear market is a crowded one, but Fin-Nor is offering hi-tech quality for the discerning angler. The Fin-Nor sunglasses collection, which is soon to be extended, coincides with a rebranding exercise that is aimed at underlining its positing as a modern brand for the modern angler. Top feature of the range, according to Waite, is its use of the best polycarbon on the market to ensure that it can deal with the worst that a harsh saltwater environment has to offer.

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