Matthias Allwater Co.
Agency: Freelance, Minneapolis
Creative Direction: Mike O'Malley
Long story, shortened to a portfolio caption:
A friend and former coworker of mine is a pretty obsessed fisherman. In 2015, he came to me with a business idea based on an insight he noticed about young people on long tours: they fish in surfing apparel. It's a sport with a wide audience that wants more than camouflage, but is currently only being offered clothing from traditional outdoor (read: Dad) retailers.
And with that, Matthias Allwater was born. A passion project that intends to give the fishing community a badge to proudly wear on the river, at the rail, and everywhere in between.
New designs are currently being added. Below is a taste of what will be launching in limited fishing retailers on the west coast this year.