About True Lure

True Lure was built out of a love for fishing and a frustration with how stale the local tackle scene can be. I’m a WA boy who's grown up casting lines up and down the coast, and one thing always bugged me — every time I walked into the big stores, all the lures looked the same. Heaps of stock, sure… but nothing new, nothing exciting.

That’s where True Lure comes in.

We’re not just another tackle brand. True Lure is about keeping things simple, reliable, and special — with products that actually stand out. Every month, we drop fresh, hand-picked lures that you won’t find at your average shop. Some are bold. Some are weird. But they all catch fish and they all get people talking.

We’re constantly evolving, just like the fish we chase. Whether you’re a weekend fisho, a lure junkie, or someone just getting into the sport — we’re here to keep your tackle box exciting and your fishing days unforgettable.

Our Mission

At True Lure, we’re here to change the way Aussies fish — not by complicating it, but by making it more exciting.

Born in WA and built for all of Australia, our mission is to fuel the experience of fishing with lures that stand out, keep up, and actually get you fired up to cast. Whether you’re just getting started or you’ve been chasing fish your whole life, we’ve got something fresh that’ll make you want to hit the water.

We believe in simplicity, reliability, and never fishing the same old gear. That’s why we’re always dropping new lures — stuff you won’t find at your local chain store — and keeping the thrill alive in every tackle box.

No fluff. No filler. Just the sickest lures, always evolving.

True Lure. Keep It Reel.

Our Story: Born to Fish, Built for Aussie Waters