Shoreline Hooker makes apparel for people who spend their days on the Great Lakes: sun shirts, hoodies, a vest and a cap, all built around the mermaid mark.
Shoreline Hooker is our dad's dream: a salmon trolling spoon designed for the Great Lakes. It started with some steel drops in January 1987, and it's still going.
That spoon has caught salmon and trout on Lake Michigan, in Ontario, and as far as Puget Sound out west, where it's caught some monster Tyee. Those are Pacific salmon, the same fish the Great Lakes were stocked with, and the design works wherever they swim.
Our dad has an idea and a dream: design a fishing lure for the Great Lakes.
It starts at a steel manufacturing job, with some steel drops from a job Dad is doing at the time.
to
Life happens and gets busy, and the dream sits idle for quite some time.
In 2003 our dad moves up to Muskegon. While he's there, he trades an old lawn mower for a 21‑foot Chris-Craft.
Then
We start salmon fishing on Lake Michigan. We make some of Dad's lures and go fishing.
Dad comes up with a name and a logo for his lure, and we're off. Shoreline Hooker is created.
Over the years
Over the years on the big lake, we've caught a lot of salmon and trout on this new design for a salmon trolling spoon.
It's seen many revisions and paint designs, and we've had so much fun being together and making memories on the big lake.
Our dream is still the same: a premium, new salmon trolling spoon, and giving back to our great state of Michigan. 2% of every sale goes to Michigan fish and wildlife, whether that's helping keep our waters clean or fighting invasive species.
We want to enjoy the outdoors in Michigan for years and years to come. The only way to do that is to give back and keep up with what's happening in our environment.
Dad is still part of the company, and he still fishes the big water.
Dad's spoons are on their way to the shop. Leave your email and we'll tell you when they're ready.
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The shop is twelve pieces: three Big Water Series long-sleeve jerseys, two solar long sleeves, a solar hoodie, three fleece hoodies, a women’s V-neck, a soft shell vest and a leather-patch cap.
Each one is printed to order. That keeps the catalog honest: what you see on a product page is what gets printed, with the fabric, weight and fit the manufacturer actually lists.
What gets printed, who prints it, and what we tell you about it.
Nothing sits in a stockroom waiting for you. A piece is printed after you order it, by a print partner, and ships from that partner.
Fabric, weight and fit on every product page come from the manufacturer's own listing. Where the maker doesn't list something, the page says so instead of guessing.
UPF 50+ solar long sleeves and a solar hoodie for sun days, fleece from 6.5 to 13.5 oz for the shoulder seasons, a soft shell vest and a leather-patch cap.
The SH × HOOKED pieces are a co-branded run with the Hooked app, the Great Lakes conditions and catch-log app.
