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Patagonia Simple Fly Fishing Campaign

Patagonia's new campaign aims to demystify fly fishing – making it more accessible by offering simple gear, easy techniques and basic teachings for all ages and skill levels.

Yvon Chouinard's at right.

From the release about Patagonia founder's Yvon Chouinard's new book —

Patagonia, Inc., the outdoor apparel company, launched its Simple Fly Fishing campaign – a program designed to demystify fly fishing and make it more accessible. The centerpiece is Patagonia's Simple Fly Fishing kit, which contains a tenkara-style fly fishing rod, box of flies, line and leader, quick set up guide and a new book by Yvon Chouinard, Craig Mathews and Mauro Mazzo entitled Simple Fly Fishing: Techniques for Tenkara and Rod & Reel.

The kit is available globally in every Patagonia retail store and online. This is the first time the company has sold gear for fly fishing, except for apparel.

“This is for the young person who has wanted to learn, but is intimidated by the complexity, elitism and expense of fly fishing,” notes Yvon Chouinard, Patagonia's founder and owner. “This is for the woman and her daughter who are put off by the image of the testosterone-fueled, good-old-boy bass and trout fisherman who turned the ‘contemplative pastime' into a competitive combat sport. And for the long-time angler who has everything and wants to replace all that stuff with skill, knowledge and simplicity.”



The wisdom behind the campaign includes a belief that the way towards mastery of any endeavor is to work towards simplicity, and to replace complex technology with knowledge. Patagonia's Simple Fly Fishing kit aims to achieve just that. The tenkara fly rod contained in the kit – which has no reel – comes from a centuries-old Japanese fly fishing technique, which has been all but lost in modern-day fly fishing.

The rod is light, sensitive and elegant. Chouinard has found this incredible simple technique to be highly effective at catching even the most difficult, highly selective fish. Patagonia developed the kit to promote the simplicity of this technique and bring many new people to the sport of fly fishing.

The book aims to teaches readers, from beginner anglers to master fishermen, how to discover where the fish are, at what depth and what they are feeding on. It then describes the techniques needed to present a fly at that depth, make it look lifelike and hook the fish. With chapters on wet flies, nymphs and dry flies, the authors employ both the tenkara rod as well as regular fly fishing gear to cover all the bases. With paintings by renowned fish artist James Prosek, and inspiring photographs and stories throughout, Simple Fly Fishing reveals the secrets and the soul of this captivating sport.

Simple Fly Fishing kit details:

• Tenkara fly rod, available in 8'6", 10'6" or 11'6" lengths

• Simple Fly Fishing (book) by Yvon Chouinard, Craig Mathews & Mauro Mazzo

• Simple Fly Fishing quick set up guide

• Box of Yvon-recommended flies (12 count)

• Line & leader

Retail price for the entire kit is $255-$280, depending on rod choice. Kit components are also for sale individually.

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