In our launch collection for Columbia Sportswear we designed something that truly spoke to the PFG brand and fisherman lifestyle. With a brand that is built on function first, it fit perfectly with our design ethos. In our marquee style, the Baitcaster, we built a foundation where the material itself had a functional benefit with a visible aesthetic; from lenses to frame. Whether it was the rubber material in front to stop it from sliding on a boat or the omni-wick texture to prevent water build up, we had in essence, built a piece of gear made essential to the sport of performance fishing.