Wild at heart. Free on the water.
For us, fly fishing begins long before the first cast. It begins at the tying bench: choosing a hook, working with materials, and imagining how a fly will move in the water. WIFREO grew from that craft and the freedom we find outdoors.
Our beginnings
Our story began in 2012, when Hugo Ho and a group of friends started tying flies and selling them online. They wanted to make good flies more accessible to fellow anglers. Weekdays were spent working in a small garage; weekends were spent fishing local streams.
As the workshop grew, so did our experience and product range. In 2018, we registered WIFREO, a name rooted in wilderness and freedom. The workshop has changed, but the connection between making flies and fishing them remains at the heart of the brand.
From flies to the tying bench
Flies are our starting point. Our own tying experience also guides the materials, threads, hooks and tools we develop and source. Alongside these two core ranges, we offer practical fly fishing gear for time on the water.
Our team brings together anglers, makers and designers. Experience on the water and feedback from fellow fly fishers help us refine patterns and think through the details that matter in use.
Easy. Beauty. Pro.
Easy: Make fly fishing more approachable, with useful products and thoughtful value.
Beauty: Take inspiration from nature and bring a fresh eye to a traditional craft.
Pro: Respect the techniques, materials and small details that make a difference at the bench and on the water.
Find your Wild & Free
Our mountain-and-water symbol reflects the places that draw us outside. Wild & Free is the curiosity to explore, the pleasure of making something by hand, and the quiet of a river after a busy week. You do not need to fit a particular image to belong here.
Whether you are choosing flies for your next trip or tying your own, welcome to WIFREO.
Interested in stocking WIFREO or developing custom flies? Explore wholesale and OEM services.