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The Spoon. This artificial bait is designed to be used and reused time and again. Nickel-plated and polished brass lures can be chariot-ed through the water for countless hours and inadvertently beat against rocks in an effort to either chuck and wind with your baitcaster or spinning reel; lopped in a river and fluttered under logjams; jigged while at anchor or drifting; or trolled along lake contours for beautiful, tasty, aquatically foraged for meals. Whether this beginners guide to fishing lures and locations has helped you catch just one more fish, or helped to completely reshape how you think about and approach the sport of fishing, then we have been successful in putting proverbial ink to paper.

“The Goddamn DNR” scoffs Harve Presnell’s character Albert Soady (The Movie Im’s talking bout is ‘Escanaba in da Moon...

Trophy Board much more than the sum of its parts. It’s not just an unexpected Duo and multifaceted tool, it’s a customizable blank canvas and a modern day visual artform for this or any generation to put their mark and self brand from the platform of a product they love and use all the time. The Trophy Board is every bit as much a social media Sounding Board as it is a tool for hunting and fishing!

We also recommend always installing split-rings from the convex side (the back) of the lure. This reduces the likelihood that the paint or clear-coat will get scratched from the installation process.

The ‘Hook’ (pun intended): Despite the expansive variability in game hangers on the market today, we feel, and have f...

Fondue: We have fondue every New Year’s Eve. It has become our family tradition. We have a three course meal with cheese, broth, and ending with chocolate. Here is a recipe for our fondue feast.

Suffice it to say that when we handle lures the oils on our hands create a chain of behavior reinforcement with every fish that is caught and released and every fish that is foul hooked and gets away unscathed.

It didn’t matter if you were a kid from an affluent family or if your parents didn’t know where your next meal was going to come from. Everyone played by the same rules and everyone was rewarded according to the effort they put forth. Those are the American values we hold above all else. A Holiday, in a land, and personification of endless opportunity. 

Captain said, “Hey, that hit on your lure.” What could I say but, ‘I know.’ What could I do but count my chickens before they even hatched and smile a Cheshire grin from ear to ear. Damn right it was a HangryBrand lure. You’re damn right.

Rainbow trout is a mild white fish. I prefer to cook Rainbow Trout in the oven wrapped in foil. It will not take long for the fish to cook so make sure you set a timer and check on it.

It’s true that ‘fortune’ favors the prepared,’ and ‘we make our own luck,’ and ‘you’re saying I’ve got a chance.’ Would you like to know why? It’s because luck, chance, and fortune have less to do with probability than psychology.