Our Story

Wifreo's journey began in 2012. Hugo Ho, an avid fly fisher and our current chairman, noticed a lack of quality fly fishing flies available online. Premium flies were expensive, while cheap ones were ineffective. Inspired by this gap in the market, Hugo Ho and his friends started tying their own flies and selling them online.

Those early days were challenging yet. Fresh out of college, the team spent their weekdays working on their passion in a cramped garage, and their weekends fly fishing with friends in local streams. As their products gained popularity, new members joined the team, and the operation grew. They moved to a larger space, established a more efficient production line, and expanded their product range. In 2018, they officially registered their own brand – Wifreo, meaning "Wilderness and Freedom."

What started as a small workshop eventually evolved into a well-established professional company.

 

Our Core Values

As fly fishers ourselves, we understand what our fellow anglers truly need, and this has always been our biggest strength. We spend countless hours on the water and only sell products that have been rigorously tested and proven effective. We prioritize value for money, ensuring that everyone has the opportunity to experience the joy of fly fishing without financial constraints or the disappointment of low-quality products. Fly fishing has traditionally been considered an elitist sport, but we believe that everyone deserves to experience its thrill.

We offer more than just high-quality products; we aim to provide a truly enjoyable fly fishing experience. We are committed to continuing in this direction!