THE STORY

Established back in 2012 by Gaz with the aim of taking an alternative look at how to document carp fishing, and to celebrate everything he believed made it great. A decade on, SUB continues to create 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 2012, the motivations and aims were really simple - to bring together the finest writing and photography that was out there, with the freshest design, and to print it all on some beautiful, sustainable papers - the focus being on simply making the experience the reader would get from it the best it possibly could be.

The idea being to stoke some motivation and celebrate the best aspects of carp fishing as well as some of the diversity of characters it has produced over the years, to tell their stories and to make it relatable and accessible to everyone.

'I wanted carp fishing to be represented simply how I saw, and experienced it myself'

Nearly fifteen years on, four big books, four mags and countless shows, posts, videos and hours behind the Mac later, Sub is still here, stronger than ever, and still with as much love for what is at the core of carp angling.

We make products with purpose, carefully designed by anglers, for anglers. Stylish, environmentally sound and built to last, or in the case of the hookbaits - to catch carp.