Qualified. It means having the assets and pedigree to meet a criterion or expectation. That standard is both real and perceived. In manufacturing, the reality is does a company actually possess the know-how and fortitude to engineer world-class fishing products? Next comes perception. Does that same producer own the trust of anglers in its pursuit of growth?

In the case of Frabill, the correct answer to both questions is yes.

Frabill has earned the bulletproof trust of anglers over 75 brilliant years. And only a brand with credentials so supreme can confidently penetrate brave new categories. Three seasons ago, Frabill took that angler trust – as well as firm belief in its own abilities – into the territory of fishing-specific outerwear.

It began by acquiring the uncontested leader in premium ice fishing outerwear, Snosuit. Frabill knew fishing backwards and forwards. Snosuit was engineering the hardiest and most functional extreme outerwear available. So the union was natural. Frabill has since continued reformatting ice fishing outerwear by raising the bar of quality while others drive it into the ice.

The next natural move for a company with three-quarters of a century rooted in fishing was to span the seven seas. Again, Frabill knew fishing backwards and forwards. Winterwear was already a success. So launched Stormsuit, with accredited apparel designer Chris Leonard captaining the ship.

And the storm was instantly unforgettable, too. Judged by its peers, Frabill won back-to-back ICAST “Best New Apparel” titles – an industry first.

As nature calls the shots, another epic weather event is forecast for Spring 2014. And once again, Frabill will be the center of attention and eye of the storm. Welcome the expertly conceived and intuitively designed Frabill F-Series Storm Gear.

Trusted…and qualified. That’s Frabill.


Images courtesy Traditions Media/Frabill

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