Who We Are & How We Started

​​​It all started on a chilly, misty morning driving an a RV deeps in the woods of the Denali Highway in Alaska in the Fall of 2021. The kind of day where you’re not sure if you’re wet from the rain or the salmon splashing at your feet. We were bundled in flannel and fueled by too much coffee, taking in the surreal scenery. As the hours ticked by, and our fishing lines stayed eerily still, someone cracked a witty joke about how starting a business might be less stressful than trying to catch a fish in these conditions. That joke sparked a wave of laughter—and then a lightbulb moment.

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Between casting lines and betting over who would hook the largest catch, the idea started to take shape. What if we actually took that wild, half-serious comment and made something of it? Of course, the early brainstorming was all over the place, but there was a certain seriousness in the banter. We realized that the same grit and patience required for fishing—plus a good sense of humor—might just be the ingredients for a successful venture.

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By the time we reeled in some salmon, we were hooked on the business idea (pun fully intended). Alaska had a way of sharpening our focus—perhaps it was the cold, or the endless horizon—but by the end of that trip, we had more than just fish to bring home. We had the seed of a business that would blend creativity, functionality, and a dash of Alaskan wilderness spirit. And the rest, as they say, is history!