Tariffs on Fishing Flies

Tariffs Prompt Price Hikes On Fishing Flies

There may never be a better time to tie your own flies than right now.

That’s because Trump tariffs are taking effect, and as a result, imported fly-fishing product prices are going up. The shock effect is really being noticed when it comes to flies, and the first to take notice have been fly shops making their preseason orders.

The thing is, because the fly manufacturers source their flies from different countries (all flies are tied by people, not machines, and the vast majority are imported from countries where labor costs are quite low) the tariff rates vary. On top of that, different companies are approaching the tariffs differently–some are eating more of the cost while others are passing them through to customers (shops).

Angling Trade has heard from a number of pissed-off dealers, and most of the finger pointing is aimed at Umpqua Feather Merchants. Umpqua says it is subject to a 20% tariff and is passing along 12% (60% of the incurred expense) of that via price hikes. Another company that sources from the same country is passing through 8% (40% of the new expense). Fly manufacturers that source from other countries may be subject to lower tariff rates, thus a company that passes along 50% of a 10% tariff ends up hiking prices by significantly less.

The net result is that dealers are being asked to pay what sometimes amounts to dollars per dozen more for certain brands of flies, and that’s sending shockwaves through the fly retail world. Certain shops are dropping longstanding relationships with suppliers, while newer, less proven companies are sweeping in to fill these voids.

For the record, Umpqua contends that its price hikes are needed for the company to stay profitable. It also contends that it maintains a reputation for product quality, its history of investing in innovative fly patterns that have become staples in many anglers boxes (see the Copper John, Juju Baetis, etc.), and the fact that it actually honors its commitment to paying royalties to fly developers while other companies will brazenly rip off their patterns. Umpqua is banking on those things to maintain some relationships and create new ones.

“The fly category is seeing a lot of movement right now,” said Russ Miller, director of sales and marketing at Umpqua.

“Some retailers are expanding their assortments, diving deeper into fly offerings and making serious investments in their fly bins. Others are tightening their mix to stay agile and responsive in the current market.

In my opinion, 2026 will be the year for fly shops to truly lean into being fly shops–doubling down on flies and making sure they’re maximizing profitability while doing it. We’re committed to supporting our specialty retailers and working closely with them to help drive their success.”

The real questions now…

Will dealers be willing to essentially lose money on flies? Highly doubtful, since they’re called “fly shops” for a reason, with many garnering upwards of 30% or more of total sales from the fly bins.

Will they switch suppliers? They’re going to carve up the pie differently, that’s for sure.

Will they hike the prices consumers pay for flies? Probably. But then you have to ask if Joe Angler will pop for common trout flies that cost $4 or $5 per?

Will there be an influx of lower cost/lower quality flies that fall apart more easily? After all, the average angler who fishes a couple times per year is more apt to hang those flies in bushes or break them off under rocks than catch multiple fish with them, so who’s going to notice?

Can new suppliers keep up with demands, or will we see empty bins everywhere?

Will this all come back down to earth if the tariffs go away?

Who knows?

You’re probably going to see a little bit of all that take shape by next spring. For sure, a number of fly bins at some of the most popular fly shops in the country are going to look a heckuva lot different in the near future.

Whether that’s a good or bad thing is going to depend on where you are, and how much you value the quality of a store-bought fly.

Or if you’re pretty good at tying flies yourself. – Kirk Deeter

Recent News

• Kyle Frost on The [Outdoor Industry] Consolidation That’s Coming. “The dirty secret is that many of the outdoor industry’s most visible players are standing on financial quicksand. And when that ground finally gives way, the question isn’t whether there will be consolidation, layoffs, and closures–it’s who will be left standing to pick up the pieces…”
• Interview with NW Alpine Founder Bill Amos: Why domestic technical apparel manufacturing is suffering, but may not be dead yet. “There are canaries in the coal mine all over the place. The fact that Next Adventure and Summit Hut, two prominent Grassroots Outdoor Alliance retailers, are closing is very concerning. REI losing $632 million over the last three years is very concerning. Looking at the financials of some of the brands that have launched Wefunder campaigns, also very concerning. I believe we’re going to see an absolute bloodbath in the next 6-12 months with layoffs and brand closures, and in 18 months the industry is going to look a lot different than it does now...”
• What ChatGPT’s “Instant Checkout” Offering Means for Brands and Retailers. Shopping is shifting from traditional search engines to AI conversations. Brands that fail to adapt risk being left out of key steps in the consumer journey. “The arrival of direct checkout within ChatGPT doesn’t come as a huge surprise–the Financial Times first reported in July 2025 that Shopify and OpenAI were working on the integration, and it’s an obvious next step as ChatGPT and competitors like Perplexity and Google’s Gemini have beefed up their commerce features. This week’s launch does, however, signal the beginning of a major movement toward a future when AI engines handle more and more of the online path to purchase.”
• The Art of Taking Better Fish Photos from Loon Outdoors. “Put the health of the fish first in everything you do. This means keeping the fish wet before and after the photo is taken, and having your camera ready with your settings dialed in prior to the fish hitting the net. Fish photos with the fish in the water often look much better than the traditional ‘grip and grin,’ but if you do decide to lift the fish out of the water make sure it is for a very brief time (1–2 seconds is ideal).”
• The Venturing Angler Podcast: Keep Fish Wet with Sascha Clark Danylchuk. “Sascha Clark Danylchuk discusses the Keep Fish Wet organization and efforts to help improve the health of fish and fish populations.”
• Tropic Air Rescue Launches First Private Helicopter Air Ambulance in the Bahamas: New membership-based helicopter air ambulance brings lifesaving coverage to boaters across the Bahamas. “Founded by aviation expert and veteran first responder Anthony Marinello, Tropic Air Rescue operates on a membership basis and provides rapid emergency transport across the Bahamas and coastal Florida. Using twin-engine Sikorsky S-76B helicopters staffed by certified trauma paramedics, nurses and critical care physicians, the company says it can respond far faster than traditional fixed-wing air ambulances, which often take many hours to deploy.”
• Revelyst Divests Archery Brands Gold Tip and Bee Stinger. “Revelyst, the parent company of Fox, Simms Fishing, Camelbak and more, announced it has divested its Gold Tip and Bee Stinger brands to archery and sporting goods equipment company Escalade, for an undisclosed amount. The sale will sharpen Revelyst’s focus on its core categories and accelerate investments in sports technology and outdoor gear, according to a news release. Gold Tip, a manufacturer of carbon arrows founded in 1989, and its Bee Stinger line of bow stabilizers, will now be part of Escalade’s archery portfolio.”
• Consumer Confidence Drops to Five-Month Low in September on job concerns. “The Present Situation Index, based on consumers’ assessments of current business and labor market conditions, fell by 7.0 points to 125.4, marking its largest decline in a year. The Expectations Index, based on consumers’ short-term outlook for income, business and labor market conditions, decreased by 1.3 points to 73.4.”
• Patagonia founder Yvon Chouinard interviewed by Montana State University. “I actually spent a year fishing with only one type of fly, the pheasant and partridge soft hackle. I caught bonefish, steelhead, salmon and trout in numbers that were the same as always. This proved to me that it’s not the gear, it’s what you do with it. Perfection is achieved through simplicity and putting in 10,000 hours of effort…”
• From The Washington Post: Why you should go fishing, even if you think you’d be terrible at it. “For me, the point was being on the river. On that 10-mile stretch of the Colorado, we saw golden eagles, common mergansers and bighorn sheep. The willows and cottonwoods wore their yellow fall colors, and the sumac its scarlet. Lodgepole and ponderosa pines dotted the red rock of the canyon. For mesmerizing stretches between rapids, I heard nothing but the river and saw nothing but the fly: Cast, drift, repeat.”
• Deeter on hunting birds, tying flies and catching trout. “I’ve come to believe that wild trout will eat just about anything if it’s presented the right way. And the fact they do so when it comes to my ugly bugs only proves the theory that presentation usually trumps pattern, especially when it comes to dry-fly fishing…”
• From the Skwala Lounge: “In Iceland, every pool has a name. Every name has a number. Every number has a history–usually told by your guide, who somehow remembers how many fish were hooked there in 2021, how many ate on Tuesday morning, and whether someone lost a 90-centimeter hen at the tailout last September. (They did.) They remember everything. I can barely remember where I left my backup spool…”
• Searching for striped bass and balance on the Miramichi River. “A wide, powerful river that empties into the Atlantic Ocean, the Miramichi was once one of the preeminent spots for salmon fishing along the coast of New Brunswick. Driving through the tiny hamlets dotting the highway, passing several lodges with fading Atlantic salmon emblazoned on their signs, I noticed how salmon seemed to be a huge part of the province’s identity. Known as plamu to the local Mi’kmaq people, the region’s salmon have not only been a food staple, they have held cultural and ceremonial significance to the people of this region for more than three millennia…”

Fly-fishing Media

Is Substack the new home for media startups? “Media is going through a volatile transition as the industry adjusts to the ongoing ramifications of the internet and the start of the AI age, but the public’s appetite for trustworthy storytelling is greater than ever. While some of the giants of yesterday are struggling to survive this transition, there is an immense opportunity for ambitious new media founders to build a new generation of institutions.”

From Hooké and the Atlantic Salmon Federation: “Scale of Change” highlights efforts to preserve wild Atlantic salmon for generations to come. Become an ASF member and help wild Atlantic salmon today: find out more.

Gear Buzz

• Skwala Expands Thermo Collection with new mid-weight merino layers. “Merino is one of the most versatile textiles we can put on the water,” said Kevin Sloan, Skwala Founder and CEO. “It keeps you warm when wet, resists odor naturally, thermos-regulates body temperature and feels incredibly soft against the skin.” Learn more about the expanded Thermo Collection.
• From Flylords: The Best Click-and-Pawl Reels of 2025 and The Best Beginner Fly Rods of 2025. “This guide will not only walk you through the best beginner fly rods in 2025, but I’ll also explain why these rods are so highly recommended for those getting started in fly fishing.”
• From Hatch: New fly fishing gear: September 2025. “With the exception of one fall and winter apparel piece, all of this month’s highlighted introductions are new rod or reel offerings. And, with new freshwater, saltwater, and two-hand rods hitting shop shelves, almost every fly angler looking for additions to their quiver will have something to ponder.”
• ECHO is introducing two new fly lines: 1. The ECHO Dry is a true-to-line weight floating fly line designed with a delicate front taper for precise, dry-fly presentations. Anglers can expect feather-light landings and seamless turnover, making this line the go-to choice for situations that demand subtlety and accuracy. 2. The ECHO Boost is engineered with a compact head and aggressive front taper, the ECHO Boost fly line is built to get the most out of high-performance fly rods.
• 15 Outdoor Brands With Repair, Resell & Upcycled Gear Programs. “In a warming world filled with single-use products and rapidly growing landfills, many outdoor brands are ditching the conventional linear take-make-waste system in favor of a circular one to keep pre-owned or end-of-life products in the wild.”
• Huckberry takes a behind-the-scenes look at the Patagonia WORLD HEADQUARTERS, providing insight around the brand’s fascinating product legacy and business philosophies. Watch the interview.
• Garmin unveils the versatile eTrex Touch to guide every outdoor adventure. The easy-to-use GPS navigator includes a vivid color touchscreen display, preloaded maps and exceptional battery life, and should be perfect for anglers: slender, lighter, rugged, moisture resistant, with longer battery life. “Designed to guide adventurers through a wide variety of activities, the eTrex Touch features preloaded TopoActive maps for roads and trails, and the option to add an Outdoor Maps+ plan for access to additional premium mapping content. With up to 130 hours of battery life, adventurers can go on entire excursions without needing to recharge.”
• It’s that time of year when every fly-fishing brand is putting gear on sale: Simms fall stuff, Madison River Fishing Company has piles of gear on sale + the Airflo fly line sale, Epic Fly Rods have great Fly Rod & Reel Combos with awesome savings, BOTE SUP deals, Grundens End of Summer Sale, 3Bird Summer Sale, Stio Warehouse Sale.

Boats

Small Craft Sales is THE go-to marketplace for buying and selling small boats and other specialty watercraft. Looking to buy or sell a small boat? Check out the brand-new used boat marketplace: modern, searchable, community-driven platform built for anglers, paddlers, rowers, tinkerers, outboard junkies and anyone dreaming of their next waterborne adventure.

Best Fishing options this week:

• Flycraft 3 Man Guide with Trailer
• 16ft AVON PRO 1997(near new)-full setup oar frame-gear
• 1955 Professionally Restored Classic 14’ Chetek Navigator
• Outcast Pack 1400 and Sport Trail 10’ Trailer
• 2025 Boulder Boat Works Low Side Dory
• 2025 Outcast Pac 13 demo
• 2024 NRS Slipstream 106
• 2023 Flycraft 3-man Guide with Trailer
• 2023 RO Tailwater skiff
• 2022 Jackson Liska Kayak 12’1 Demo w/Newport NK300 and 36v/50AH battery & charger
• 2022 Towee Calusa Pro - 20hp Yamaha
• 2020 Native Watercraft Slayer Propel 10 LTE Fishing Kayak
• 1997 AVON PRO 16ft (near new)-full setup oar frame-gear
• 2003 13-foot Gheenoe
• Adirondack Guide Boat Vermont Fishing Dory

Fly-fishing Jobs

Bay Flats Lodge: Experienced Fly-fishing Guides. “Bay Flats Lodge is hiring passionate, professional and proficient fly-fishing guides to join our team on the Texas Gulf Coast. If you live for poling skiffs, short shots and big eats–and you’re ready to be part of a respected, hardworking guide team–let’s talk.”

Mayfly Outdoors: CNC Machinist specializing in Metal products. “Mayfly Outdoors seeking a skilled and detail-oriented CNC Machinist to join our growing team. The ideal candidate will have experience with CNC machinery specializing in metal products, strong production skills, and a commitment to quality. This candidate will be required to work on some weekends and 2nd-shift based on business needs.”

Last Week’s Survey Results

In the least surprising polling data of October, roughly three-quarters of respondents think it’s important for guides and outfitters to highlight and teach conservation when interacting with the resources we share.

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