Inspired by our friends, and everything we saw around us - working lads, grafting it out week-in-week out, balancing it with work, families and real life - we made a publication and built a brand we believed in, that we felt represented carp fishing how we saw and experienced it ourselves. Rewind back to 2010, although we loved the old publications, imagery and stories, things were still a little stuck in the dark ages when it came to editorial design and content, so we decided to switch things up a bit. Sometimes the only way to make something exist is to make it yourself - so we did and there is no doubt things have never looked quite the same since the first Subsurface Journal appeared some 14 years ago now 

Back in 2012 when we scripted out the first issue, the whole idea was to dig a bit deeper into the culture, and characters that we felt made carp fishing such a great pursuit. We wanted to create something that showed the richness of imagery being shot, and provided a platform for great storytelling and gritty, honest interviews without being beholden to a commercial agenda and advertising budgets dictating the content. We are indebted and privileged to have got to work with such a vast array of writers and photographers over the years, and to have so many people trust us with their material - we are just the conduit, we couldn't have done anything without the support and backing of a great many of the very best. Big ups to all of you

Photography has always been central to what we do. A great image can encapsulate a moment in time, freeze a snapshot of atmosphere and can transport you back there. One of our main motivations over the years has been to share what we feel is the very best of what is being shot out there, and to provide a platform to put that into print. We've published well over 3000 pages of imagery and editorial in all now, and whilst digital imagery is sadly just getting lost to the ever-increasing maelstrom of the internet, print will always sit on your shelf and be ageing like a fine cask whiskey, waiting for you to pick up and leaf through when you need some inspiration. There is still nothing quite like a printed image

SUB is the smallest of small businesses - run by Gaz alone, from a single desk. By keeping overheads minimal it means we can maintain the ethos of not needing to meet big financial goals, but that does mean it remains a side hustle to the day job. Gaz has always remained steadfast to the idea of first and foremost producing something of quality, and that he believes in - profit margins coming somewhere down the list of priorities. A fairly shit business model, but it keeps it fun, and keeps it core. SUB only works with the best manufacturers and suppliers we can find, and the sharpest designers - there's no Ai here, it's all done by hand and keeps it fresh and original - simple motivations, but ones that keep us excited