The Ultra-Hip Side of Flyfishing - This is Fly

January 17, 2008 at 10:00 am

I am not a fly-fishing traditionalist by any means.  In part, I am just not good enough (yet), and in part I don’t believe in the old boys paradigm and stale approach. Tradition and old school respect have their place, but in an attempt to get more people/kids out fishing we need to change the perception of this great activity.  That brings me to This is Fly.

This is not your grandfather’s fly fishing magazine. Its an environmentally friendly online publication that brings out the hip, energy, youth, style, and attitude associated with the new generation of fly fishing.  Like the surf, snowboard, skate movements over the 80 and 90s this one is trying to move the sport from close to boring to really sexy.  I am totally taken by this publication and would recommend it to anyone that enjoys a little diversity, external influence and style with their morning coffee.  If you don’t like edgy, provacative and at times rude writing don’t worry, you are not the market they are going after. 

They also use the online experience to engage with me on different levels.  I am huge fan of fly-fishing to music.  If I am fly fishing and I have some G. Love , the Hip or Xavier Rudd playing I am so gettting much more out of that experience.  I can go so far as remember what songs were playing when I caught certain fish.  This is Fly features a mix tape with audio player so you can listen to their diverse selection of music as you read.  It really becomes a full media type experience and certainly puts you into that kind of fly-fishing zen mood.  This is a trendy publication with many big company ads pushing all kinds of high end products at you…but I like that too. I am a sucker for marketing, I’ll admit it.

I may not be able to afford the big expensive gear and the trips to Patagonia, but I can certainly read about them.  Photography, graphic design and whizbang web features are all top shelf and worth taking note.  I remember a couple issues back they did an 80s theme with a story of flyfishing in California complemented by Pacman video game designs (Issue #4; you have to see it to appreciate it).  They also hit some big, important topics in their pub. like the Bristol Bay Mine and Felt Soul Media’s attempt to bring the Salmon- Alaska lifestyle story to light.  BTW- a plug for Felt Soul Media’s “Running Down the Man” fishing video. It’s the same formula of the surf, snow, skate movement to mainstream…its all about the music, feel and vibe and its just done so well.

If this video turns you on, more eye candy on their blog with the Angling Exploration Group Film Tour.  Issue #6 is out…check it out.

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