The TrueFlies Story

TrueFlies was not born in a boardroom, office or living room. TrueFlies was born on a boat. Looking back that seems a fitting place. Born on a hot May outing in 2003, on a charter skiff operated by Captain Cole Fairbanks out of Boca Grande, Florida.

Until that day, Captain Cole had never met his two clients. Mike Lintz, of Cincinnati, ran his own marketing and graphics design firm. Todd Davis, a long-time friend and fishing buddy, had over the years become an avid angler. Each kept their gear at the ready for any opportunity to get together and steal away to South Florida for some fly fishing.

So it began. The three men boarded the skiff and Captain Cole guided them to the shoals where the tarpon were cruising. Before long, it became clear that each loved the sense of freedom that came from being on the water. More particularly, it was their feelings of being connected to this environment, its unique setting of mangrove islands and salt marshes, its profuse variety of fish and wildlife, and the traditions of the old anglers. A place they could visit but never inhabit.

Their talk continued, from low jokes and laughter to tall tales and reminiscences going all the way back to their childhoods. They also ridiculed the kind of clothing they'd had to put up with and wondered why no one was designing the performance clothing that was suitable for salt water fishing. It was a subject that would come up again.

Captain Cole Fairbanks was practically born on the water. He can't remember when he didn't have a fly rod in his hand, fishing the southeast coast from Stuart through the Keys and around the Bahamas. As a descendent of R. A. Ponce of St. Augustine, he comes from one of Florida's oldest families. Knowledge of the back country, the drift of the tides and the ways of sea creatures seemed to be in his blood. His life had been spent around the veteran anglers and the guardians of Florida's rich history, the people who remembered the old stories and passed them on.

The history, the tales, the teeming life of the coastal regions, the pioneers of salt water fly-fishing, all struck an image of Old Florida that stuck in the heart of young Mike Lintz. As a boy, Mike travelled around the state with his father whose ventures included The Ocean Reef Club/ Angler's Club of Key Largo and The Boca Grande Club, some of the most beautiful developments in South Florida. Everywhere in those days, remnants of Florida's distinguished past could still be found around the bays and islands. For Mike these markings of a bygone time came to symbolize a way of life that he wanted to preserve.

Todd had never experienced the Florida in this era, but his love of the outdoors forged in him a passion for fishing and the environment. Through years of fly fishing with Mike, Todd learned to understand the enthusiasm that brought them back to the area around Charlotte Harbor and to enjoy not only the thrill of angling but also the tradition that was a part of the place.

As the days wore on, the routine aboard the skiff that began with their customary jokes and laughter and a few cold drinks, drifted into extended conversations of discovery. Each spoke of the ways of Old Florida and their love of life on the water, of close calls and candid failures. Like the great revelations that came from fishing-no not just fishing, not the mere act, but the mystery of you and the fish when you knew there actually was a connection between you.

Having discovered their commonality-their love of the water, the life and the environs of Old Florida-they knew they had to find some way to sustain and improve the experience of those who participated in this tropical treasure. It was Cole who looked up and said, Hey, we've been whining about the gear we have to wear. Why not do something to change that. There could be colors that suited the tropical environs, cuts that move the way fly fishermen have to move, fabrics and features that function as you need them to, designs that leave you looking good when it's time to leave the dock.

By the time they hauled in their lines on the last day of their trip and Captain Cole turned the boat back toward the marina, TrueFlies was a newborn reality. Since then, it has found its legs. As it turns out, a fishing guide and a designer make a pretty good team.

TrueFlies holds to the highest standards of materials and features. Modern fabrics and performance-based components that come in a classic sporting style. Our laboratory is on a boat. The cut, the functionality and the durability of our products are tested on a daily basis by Capt. Cole and his selected group of guides on the many grass flats, creeks and back-country bays of Boca Grande, Florida. Our clothing must meet the test of daily use or it will never be called TrueFlies.

We strive to honor the rich heritage that is Florida angling. And beyond that, we also strive to keep Old Florida's very culture from sliding into obscurity. Images of this culture are incorporated into our clothing. They will tickle the fancy of those not familiar with them and put a reminiscent smile on the face of those who do.

This is not a business but a passion. We have recently sponsored Mote Marine's Project Snook which is helping these magnificent fish to recover from two winters of cold shock. We are proud to be a part of this effort and proud to follow the generations of anglers who participated in the traditions of this magic place.

Wear Your Passion
on Your Sleeve

TrueFlies clothing is created for those who thrive on the pursuit of the catch. We combine the latest in fabrics and functionality with a meticulous concern for fit and style. Built to satisfy the soul of the angler, TrueFlies offers the technology to help you master every demand of a day on the water—and the style to carry you from the docks to downtown. Look for the full product launch late 2011.

Book a Charter

Come spend the day with Captain Cole sight fishing the beautiful back country flats, creeks, and basins of the Boca Grande area for Tarpon, Snook, and Redfish. Experience the True Flies Field Test Facility firsthand, and test your skill against the magnificent gamefish who call it home.

Book a trip with Captain Cole Fairbanks

Press Releases

TrueFlies® Announces Support for the Bonefish & Tarpon Trust "Juvenile Tarpon Habitat Initiative"
January 27, 2012 - TrueFlies® Clothing is proud to announce their support for the Juvenile Tarpon Habitat Initiative, a program operated by Bonefish & Tarpon Trust. Read More.

TrueFlies® Announces Addition of Holeman Brothers to Pro Staff
January 25, 2012 - TrueFlies® Clothing is proud to announce the addition of Travis and Bryan Holeman to the TrueFlies® Promotional Staff. Read More.

Project Snook T-shirts for Sale Thanks to TrueFlies®
July 27, 2011 - TrueFlies® Clothing has donated $5,000 worth of T-shirts to be sold for Project Snook, an awareness and fundraising campaign designed to help science rebuild wild snook populations. Read More.

TrueFlies® Announces New Clothing Line
July 22, 2011 - TrueFlies® LLC proudly announces the debut of its new clothing line, which premieres this August and will be presented at International Fly Tackle Dealer in New Orleans on August 18th. Read more.