Returning to the world of fly fishing, Fera takes a deeper dive into the sport’s culture with the Urban Fly Capsule, a collection that blends sports with fashion.Fly fishing has never just been about casting a line; it’s about the landscapes, the people and the rituals passed down through generations.
This latest collection captures that essence, honouring the balance between tradition and the ever-evolving nature of the sport. Captured in a campaign following a lone skateboarder weaving through London’s streets in search of a “honey hole”, a hidden fishing spot teeming with life, the collection highlights the balance between city life and the sport’s raw, untamed spirit.
Discover The Collection
Fera understands that fly fishing is more than just the act itself; it’s about the landscapes, the people and the gear that carries stories of the past while embracing the present. With that in mind, each piece in the Urban Fly Capsule is crafted to transition seamlessly from the water to the streets.
The Fishing Coach Jacket, available in petrol and green, brings a lightweight, water-resistant layer ideal for misty riverbanks or an unexpected city downpour. Meanwhile, the Washed Drill Top takes cues from traditional fishing gear, offering a relaxed yet functional silhouette with integrated pockets for essentials.
For those who carry the spirit of the sport in their everyday wear, the Trout Bum T-Shirt in navy and Urban Fishing T-Shirt in white feature graphics inspired by the folklore and storytelling that surround fly fishing. Accessories round out the collection, including the Urban Fly Cap and a Fly Box, functional details that serve a practical purpose. But the standout piece? The Fera x Epic Fly Rod in Fera orange, a premium, high-performance rod designed for those who take their fishing seriously.
Fly Fishing, the Fera Way
Fashion has flirted with fishing before, but few truly get it. For Fera, fly fishing isn’t just about casting a line, it’s about everything that comes with it. The early mornings by the water, the stories swapped between anglers, the gear passed down through generations, and the strange, unspoken connection between those who love the game. The Urban Fly Capsule is made for those who see the beauty in all of it. The ones dodging buses and weaving through city streets to find a quiet stretch of water. The ones who embrace the odd looks, the hidden spots and the thrill of landing a fish where no one else would think to cast.
About Fera
Founded in 2021, Fera – The Department of Rural Affairs is dedicated to the real British outdoors. From misty lochs to industrial waterways, it’s about adventure without pretense the kind that ends with a fire, a story, and a round at the pub. Beyond apparel, Fera is committed to conservation. Through its Wild Share initiative, 3% of every order is donated to projects that protect the landscapes, waters, and wildlife that make the outdoors worth exploring. For those who believe fly fishing is more than just a sport, the Urban Fly Capsule is here.
