For more than two decades, SITKA Gear has been synonymous with uncompromising performance in the hunting space. Now, the Bozeman-based brand is making a significant move into fishing, bringing the same system-driven design philosophy, advanced materials, and conservation mindset to anglers who demand more from their gear.
Launched on February 3, 2026, SITKA Fish marks the company’s official entry into the fishing category, introducing technical apparel systems designed to perform across all waters, from steelhead rivers and saltwater flats to musky lakes and bass ponds.
Why SITKA Is Entering the Fishing Market Now
The timing makes sense. According to a study conducted by the Recreational Boating & Fishing Foundation in 2024, the U.S. fishing market has grown to nearly 58 million participants, and fishing already overlaps heavily with SITKA’s existing audience. In fact, SITKA estimates that 70 percent of current customers identify as anglers, giving the brand a built-in foundation for expansion.
Rather than chasing trends, SITKA is applying what it already does best: identifying real performance gaps and solving them with advanced innovation. The result is a fishing lineup built for anglers who fish hard, fish often, and expect their gear to keep up.
Since its founding, SITKA has prioritized function over flash and pursuit over aesthetics. SITKA Fish continues that philosophy, evolving the brand from a seasonal hunting specialist into a year-round technical apparel company for the modern sportsman.
SITKA Fish Focuses on Systems, Not Single-Use Gear
Unlike many fishing brands that build apparel around specific species or techniques, SITKA Fish launches with a system-based approach. Every piece is designed to work together, from base layers to outer shells, across a wide range of conditions and fisheries.
According to SITKA Product Line Manager Matt Carara, the goal is simple: remove friction from the pursuit.
“Fishing is more than a hobby for our customers—it is part of how they live,” Carara said. “With SITKA Fish, we’re delivering gear that removes barriers to the pursuit of fishing, so anglers can focus on connecting with the fish, the environment, and the people around them.”
Crosscurrent Wading System Solves Long-Standing Wader Problems
At the center of the SITKA Fish launch is the Crosscurrent Wading System, a complete solution built to address the pain points anglers have accepted for too long.
The system includes zip and non-zip stockingfoot waders ($800–$1,000) constructed with four-layer GORE-TEX PRO, engineered for durability through repeated wet-dry cycles. SITKA also introduced purpose-built wading boots ($299 rubber, $249 felt) featuring:
- Replaceable traction systems
- Quick-drying materials
- Improved durability for long seasons and heavy use
CAT-5 Jacket and Bib Bring Stretch GORE-TEX to Fishing
Rain gear is another category where anglers often compromise between waterproof protection and mobility. SITKA’s CAT-5 Jacket and Bib System aims to eliminate that tradeoff.
Built with GORE-TEX with Stretch technology, the CAT-5 system ($500 jacket, $500 bib) provides guaranteed waterproof protection while maintaining freedom of movement for casting, netting, running a boat, or wearing all day in changing conditions.
For anglers who fish in wind, rain, and cold across multiple fisheries, this system is designed to be a cornerstone layer.
Warm-Weather Fishing Apparel with Built-In Protection
SITKA Fish also launches with lightweight warm-weather staples designed for long days under the sun:
- Guard Sun Hoodie ($99)
- Guard Long Sleeve Shirt ($129)
Both feature UPF 50+ sun protection and Insect Shield treatment that won’t wash out, offering breathable comfort and all-day defense against sun and bugs—two constants in fishing environments everywhere.
Proving All-Water Performance Through Real Fishing Stories
To showcase the versatility of SITKA Fish gear, the brand produced four cinematic short films following full-time watermen across North America:
- “A Town Called Sitka;” Steelhead fishing in Alaska
- “Feathers to Fins;” Turkey hunting and permit fishing in the Yucatán
- “Casting for Ghosts;” Musky fishing in the Midwest
- “Kings to Giants;” Tarpon and largemouth bass in Florida
The films will roll out from February through June 2026, highlighting SITKA’s all-water, multi-species approach.
Conservation Is Built into SITKA Fish from Day One
SITKA isn’t just launching products—it’s launching with purpose. Conservation is integrated into the brand’s fishing expansion through five foundational partnerships:
- Theodore Roosevelt Conservation Partnership
- American Rivers
- Keep Fish Wet
- Captains for Clean Water
- Backcountry Hunters & Anglers Armed Forces Initiative with Chesapeake Bay Foundation
These organizations focus on access, habitat restoration, clean water, and science-based fisheries management—supporting the ecosystems anglers depend on.
“At SITKA, conservation is not a campaign — it is core to how we show up in the outdoors,” said Lindsey Davis, Director of Conservation at SITKA Gear.
When and Where to Buy SITKA Fish Gear
SITKA Fish products are available starting February 3, 2026, online at sitkagear.com/fish, in SITKA Gear retail locations, and through select specialty retailers nationwide.
For anglers who want technical performance without compromise, and who care about the waters they fish, SITKA’s entry into fishing is one of the most significant gear launches the industry has seen in years.
