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Rich Hohne joins newest fly fishing apparel brand in US


Rich Hohne, best known for his 11 years at Simms Fishing Products, has joined the industry’s newest fly fishing apparel brand, Skwala, as Chief Marketing Officer.

Hohne has been a guide, lodge operator, fly shop employee and marketing director during his 26 years in the industry. Hohne left Simms in 2019 to become Director of Marketing at Oboz Footwear for three years, before joining Skwala.

“When looking at key members to build out the Skwala team, Rich has always been top of that list,” said founder Kevin Sloan.

“His involvement in Skwala over the past two years as a board member has been invaluable to our success. His experience with retailers, pros and fly anglers across the world will be a huge benefit as we ramp up this brand.”

Hohne will manage all aspects of the brand’s activity, from building content and distribution strategies, to managing public relations and social media, helping grow key channels and advising on the brand’s product plans.

“To be able to reinsert myself into this industry with a brand like Skwala is a very exciting opportunity,” said Hohne. “I have witnessed excellent work here for the past two years and I intend on adding as much as possible to help build the future.”

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