Our Fly Fishing Flies – How They’re Made and How to Choose Them

Fly fishing flies are not interchangeable. Size, profile, weight, hook choice, and timing all matter, and the right fly depends on where and when you are fishing.

As a specialist fly fishing shop, our approach to flies is shaped by thousands of hours spent guiding, coaching, and fishing across UK rivers, lakes, and stillwaters. We don’t select flies based on trends or volume – we select them because they work.

How We Choose and Develop Our Flies

Our fly range is built from practical, on-the-water experience. We fish the same patterns we sell, refine them over time, and remove patterns that don’t consistently perform.

We stock over 75,000 flies, allowing us to offer depth and precision rather than a one-size-fits-all selection. This depth means we can help anglers choose flies suited to:

• Specific rivers or lakes

• Seasonal hatches and natural food sources

• Water height, clarity, and flow

• Fishing pressure and fish behaviour

Hatch Knowledge and Seasonal Understanding

We have intimate knowledge of hatches and subsurface food sources on rivers and lakes across the UK. That knowledge allows us to advise on fly choice based on real conditions rather than generic recommendations.

Whether you are fishing early season nymphs, summer terrestrials, stillwater buzzers, or late-season patterns, we can help you select flies that match what fish are actually feeding on.

Salmon Flies and River-Specific Collections

Our specialist knowledge extends well beyond trout.

We have worked closely with ghillies and experienced salmon anglers to develop premium salmon fly collections for many major UK rivers. These collections reflect:

• Proven patterns

• Correct sizing through the season

• Appropriate hook and tube choices

• Real-world fishing practice, not theory

These flies are designed to be fished with confidence on UK salmon and sea trout rivers.

Quality, Hooks, and Consistency

Our flies are tied using carefully selected materials and finished on premium hooks from trusted manufacturers. Hook choice matters for penetration, durability, and fish welfare, and we do not compromise in this area.

Our aim is simple – flies that fish well straight out of the packet.

Not only does the hook need to be of a premium standard, but the gape, shank length, wire gauge, and hook style are all critical. When we design and develop flies, the hook is the foundation. It determines how a fly floats, how it sinks, how the dressing sits, and whether the proportions look natural in the water.

Getting the hook right is essential to ensuring the fly behaves as intended – whether that’s floating high, cutting through surface tension, sinking quickly, or presenting the materials correctly. This is a fundamental part of our design process, not an afterthought.

Once a fly is dressed, it doesn’t go straight into production. We test sample our patterns on the water, fish them, catch fish on them, and refine where necessary. Only once a pattern has proven itself do we move into bulk tying for sale.

While we also tie classic patterns that closely match recognised insects and established hatches, we don’t limit ourselves to rigid imitation alone. As designers and anglers, we also innovate by inverting ideas and presentations to give fish something different – something they may not have seen before.

A good example is a bloodworm pattern designed to float rather than sink. By presenting a familiar food source in a part of the water column where fish don’t normally encounter it, we can often trigger confident takes when standard patterns are being ignored.

We don’t simply turn out the same flies as everyone else. Our guides and fly designers are constantly fishing, testing, and refining ideas, keeping both anglers and fish engaged. That ongoing process of observation and innovation is what underpins every fly we produce.

Buying Flies Online with Confidence

Our online store allows anglers across the UK to buy specialist fly fishing flies with confidence, backed by the same advice we offer in person.

If you’re unsure what to choose, we’re always happy to help.