Hooked on a Purpose
Hooked on a Purpose

Hooked on a Purpose

Yutaro and Keisuke Sugisaka had no interest in fly fishing as kids.

But now they're on a mission to get the next generation out on the water and into the sport.

Known in Japan as the Sugisaka Brothers on YouTube and TV, the Japanese fly fishermen bring a fun vibe to a traditionally more serious sport. We loved connecting with them recently on a fishing outing to hear more of their story (and see our new Newport camo collab sandal with Japanese fishing brand Foxfire in action).

Turns out, their dad and uncle are the OG fly fishing Sugisaka Brothers. Despite being exposed to the activity growing up, it wasn't until Yutaro and Keisuke were in their 20s — after studying abroad in Montana and Idaho (well played, dad) — that they became hooked on fly fishing themselves.

Problem was, they didn't see anyone their age out on the water.

They decided to do something about it by going to outdoor shows, festivals, and any place they could think of to share fly fishing with younger folks. That led to landing spots on TV programs and creating their own high-quality, reasonably priced fly rods. From there, they gradually expanded their community.

The Sugisaka Brothers fishing in Japan

In the process, they realized they needed to expand their playground (aka places to fish) and find ways to make the sport more sustainable. They're doing that through craft beer and coffee that helps fund sustainable fishing areas. They're working on creating a circular system of farming, catching, and releasing.

We're keen on folks like the Sugisaka Brothers who live a life of togetherness, originality, and doing good, and share it with others. Thanks Yutaro and Keisuke!

The Sugisaka Brothers in a fishing shop in Japan

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