RAW Fishing Industries marks landmark with limited edition
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RAW Fishing Industries (RFI) is marking its 10th anniversary with the launch of a limited edition lure that has all the hallmarks of the company’s singular style.
The Italian owner of the Black Flagg and Tugg of War brands has manufactured only 20 pieces of the premium lure, which will sell at EUR €119 each.
The handmade resin swimbait, which will only be available online, has been made in collaboration with Lucky Lures in the Netherlands.
In keeping with RFI’s tendency to look to music and film culture when naming its baits, the lure is called Deep Red (Profondo rosso) after the cult horror movie by Italian director Dario Argento in 1975.
“Deep Red is presented in special packaging and has a raised logo on the body, something we have never done before,” said Livio Travasoni, the founder and owner of RFI. “The offer also includes a 3D sticker.
“We have plans for some further 10th anniversary limited edition products for later in the year, but we are keeping the details under wraps for now. Everything should be finalised around August or September.”
The Deep Red trout swimbait measures 21cm and weighs 150g. It can be found at www.lurefishingplanet.com.
RFI’s left-field approach to the market is also in evidence in its new catalogue. The 140-page paper version contains 3D images but no text, an idea inspired by lifestyle brand IKEA. It is also presented in a reusable and resealable zip-loc bag.
“The bag is designed not to be thrown away so that it is not damaging to the environment,” said Travasoni. “The texture and shape of the catalogue itself is pretty unique.”
The A5 format catalogue is being shipped to distributors for delivery to their stores. RFI plans to produce three to four seasonal catalogues each year, as well as making it available digitally.
Travasoni launched his business in 2007 and named it RAW as a constant reminder of his philosophy to be radical, authentic and worldwide.