About

Mindful Fly Co. was founded in London in 2023 by avid fly fishers, mental health campaigners, passionate designers, and devoted conservationists. Our journey began with a vision of blending the art of fly fishing with a deep commitment to quality apparel, with the ultimate goal of preserving human and planetary health. 

At Mindful, we believe that fly fishing is more than just a hobby; it's a way of life that brings us closer to nature and closer to each other, forging an unbreakable bond between the angler and the environment. 

Every design we create is a labour of love. At the core of our ethos is a deep-seated commitment to environmental conservation and human health. We understand that the health of our rivers and ecosystems and the health of humans are intrinsically linked. By choosing to purchase from Mindful, you're supporting the protection of our natural world.

All of our profits are donated to organisations such as WildFish, Fish Legal, Angling Trust, and Wild Trout Trust as well as charities specifically working to support mental health through the enjoyment of angling. 

Together, we can ensure that future generations can experience the beauty of the waters and fish we love today.