Fly Fishing's Annual New Product Flood

Unlike a typical floods, the number of fly fishing products doesn’t crest until the annual Fly Fishing Retailer World Trade Expo, which this year happens August 24-26 at the Denver, Colorado Convention Center.
MidCurrent will be at the show, keeping track of new brand and innovations and reporting back to readers on a daily basis, so be sure to check often during that week. (And if you happen to be at the show, grab us by the elbow.)
Manufacturers don’t seem to want to release any info before the show, preferring to let retailers get the first peak and perhaps cast their vote on which products are most likely to be snapped up by fly fishers. Still a few product announcements are always leaked, like Simms’s update of its Superlight Fishing Shirt with SolarBAN: “‘Combining SolarBAN’s unique lightweight fabric with Simms’ innovative design features, the Superlight Fishing Shirt is our most technical shirt, carrying the highest UPF rating in our clothing line at 50+,’ said Diane Bristol, director of marketing and customer service at Simms. ‘We selected SolarBAN not only because of its superior sun protection, but also for its air permeability and wicking capabilities.'”

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