Superfly was established in 1984 by Leo Superstein, a successful businessman, in Edmonton, Alberta, Canada. But it really started out of necessity many years earlier when Leo, an avid fly tyer, wasn’t able to find the materials he was looking for at his local fly shop. He knew that there were other tyers out there who wanted access to a greater selection of product, so his entrepreneurial spirit led him to seek out suppliers from India and China in search of as many new and interesting materials as he could find.
At a time before the Internet and even before fax machines, Leo managed to work through the logistics and language barriers and began importing product for himself and his friends. Then he had to figure out how to process everything! He would spend hours stirring pots and perfecting his dye recipes and techniques. He had a great eye for color and quality, and soon his materials were in demand all over the country. He put his friends and family to work packaging product to fill orders and it didn’t take long to outgrow his basement. Superfly was officially born.
From its humble start, through the many years of hard work, one thing stays the same at the heart of Superfly: To share the joy of fly fishing. There is a fly fishing renaissance happening today, fueled by greater accessibility, affordable gear, and online learning resources. As a result, the demographics are changing. Fly fishing is becoming more popular in the mainstream. And that’s a good thing. The more people involved in fly fishing, the better chance the fishery will be protected. It’s important for conservation and for the future of the sport.
Superfly operates under the banner, “Fly Fishing for Everyone.” The goal is two-fold: Make the sport accessible and inspire as many people as possible to get out on the water. Why? Good things happen when people connect to nature.