There's no shortage of fly fishing gear online. So why DNA?

Because we don't just sell gear — we're involved in building it. Our fly rods aren't pulled from a shared catalogue and given a new name. They're custom designed and built to our specifications — the blank, the fittings, the action — developed specifically for the conditions Australian and New Zealand fly anglers fish in. That takes time, testing and a genuine understanding of what works on local water.

For the rest of our range — flies, lines, leaders, fly fishing accessories — we do things differently to most stores. We don't list everything and anything. We fly fish ourselves, we research what works, and we hand-pick proven patterns and products that we'd actually use. If it doesn't earn its place, it doesn't make the store.

And because we sell direct — no distributors, no retail chain, no middlemen taking a cut — you pay a fair price for fly fishing gear that's been properly thought through.

'Your next cast deserves better gear. Shop direct. Fish smarter.'