Origin and Ethos.
TSURU was born from a deep respect for nature — and for the resource that fuels our passion: fishing.
We understand the real impact anglers can have, and we choose to act with intention, durability, and respect — for today, and for the generations that follow.
We're not here to preach.
We're here to lead — by example.
Our Mission
By 2030, Tsuru is committed to helping shape a better future for sport fishing by:
– Raising awareness about ethical, forward-thinking fishing practices
– Creating products that support sustainable techniques
– Giving anglers a way to proudly express their values — on the water and in everyday life — through strong, intentional design
Who we're for.
If fishing, to you, is an act of respect — a commitment to nature, to sustainability, and to mindful choices,
then TSURU exists for you.
Wear the mission.
Fish with intention.
Together, let’s build a better future for the passion we all share.
TSURU. Honour Your Catch.
