OUR STORY

Established almost a decade ago from the simple desire to take an alternative look at the carp fishing scene and to celebrate what we believed to be the best it has to offer, Sub continues to curate and create print and quality products designed and written by carp anglers, for carp anglers.

Real life stories, design, creative collaboration, quality photography and of course, beautiful carp are always at the heart of everything we do.

Back in 2011, our motivations and aims were really simple - bring together the finest writing and photography we could find, with the freshest design and print it all on some beautiful, sustainable papers - our focus being on simply making the experience the reader would get from it the best it possibly could be.

We wanted to stoke some motivation and celebrate what we believed to be the very best aspects of carp fishing, and the ones worth shouting about - the landscapes, the adventures, the friendships and camaraderie, and of course the carp themselves. We wanted carp fishing to be represented how we saw, and experienced it ourselves.  

'We wanted carp fishing to be represented how we saw, and experienced it ourselves'

Rather than just focussing on the big names and the guys and waters that get all the coverage elsewhere, instead we put our drive into finding the little stories, and the untold, uncovered ones. As part of the overnight crew and weekend warriors ourselves, we also believed that would offer the most relatable and inspiring material for our readership. The hope was to document some of the lesser explored areas of carp fishing as well as the big themes - the characters, waters, scenes and culture that make it such a rich and diverse pursuit to be involved in.

'As part of the overnight crew and weekend warriors ourselves, we also believed that would offer the most relatable and inspiring material for our readership' 

Nearly ten years on, three big volumes, and countless shows, posts, videos and hours behind the Mac later, we are still here, stronger than ever. The belief that there was enough guys out there interested in something different for a project like this to work being completely justified and we simply wouldn't be here any longer without all the support we've had from our readership and followers.

Fast forward to 2020 and we are still committed to finding the best carp and the most interesting characters, stories and material we can, as well as designing quality garments and working on collaborations with exciting artists, engineers and craftspeople. 

Our products are designed to be stylish, built to last and with the least environmental impact they can have - finished here in the UK, Fair Wear approved and with 100% Organic cottons and recyclable packaging wherever possible.

That was our story, we hope you become a part of it as well. Welcome to SUB