Fin-Nor Launches a New Line of Performance Sunglasses

Columbia, SC — Fin-Nor, the iconic saltwater fishing brand that forever changed the face of fishing in 1936 with the invention of the first truly capable big game saltwater reel, has announced a brand relaunch and the introduction of a line of highly-engineered and purposefully-designed performance sunglasses for anglers.

This new chapter in the historic brand’s story builds upon its legacy of leading research and development combined with generations spent on the water and a world-class team of product development and design experts. The company is focused on reinvigorating the brand and is committed to creating the best eyewear and gear for modern anglers and captains looking to bring the fight to any fish.

This next evolution of the Fin-Nor brand is the most exciting yet and stays true to our mission to create tools that help men and women explore the seas without limit,” said Dave Bulthuis, president of Fin-Nor. “With more than 100 years of combined experience in cutting-edge lens and frame technology, the Fin-Nor team is committed to maintaining the spirit of discovery that is foundational to this brand. The result is the creation of a truly angler-focused line of performance sunglasses that delivers the ultimate sense of sight on the water.”

 The Fin-Nor team, with decades of experience creating and commercializing some of the best sunglasses in the world, worked with the foremost global experts on vision, lens and frame technology and manufacturing to design purpose-built sunglasses for life at sea. Focusing on the key components of a modern fishing lens, the team created a breakthrough lens technology, called Lateral Line Lens Technology, which enhances vision no matter the conditions and gives anglers.

  • Distortion-free color– A balanced approach to color enhancement that intensifies primary colors without color distortion. It creates a more natural and realistic experience that limits eye fatigue and makes it easier for the brain to quickly identify and process the view on and beneath the surface of the water.
  • Unmatched sharpness and a new era of polarization– Designed to cut through glare and haze, eliminating confusing light and optimizing visibility in aquatic environments, Fin-Nor’s superior lens technology reduces blue light transmittance, allowing your vision to cut through mist and haze like no other.
  • Engineered for the elements– Enhanced abrasion resistance and industry-leading hydrophobic/oleophobic coatings on both sides of the glass lenses greatly reduce the negative impact of smudges, dust and saltwater, which impede the ability to see and can cause permanent lens scratches.
  • Precision optics– Fin-Nor sunglasses feature the world’s best 7-layer anti-reflective coating on the glass lenses and 5-layer anti-reflective coating on the polycarbonate lenses, which prevent glare on the backside of lenses, sharpen vision, reduce eye strain and allow for better visual acuity on the water.

Every fish has a lateral line that allows it to detect motion and movement in the water,” added Bulthuis. “Our new Lateral Line Lens Technology has adopted this same immersive sensory experience by enhancing the angler’s ability to see better and more clearly, ultimately enhancing all other senses we tap into while fishing like hearing, touch and smell.”

The first line of Fin-Nor sunglasses boasts 20 styles that come in both glass and plastic lenses and features two lens colors: grey and copper, and three mirror options: blue mirror, green mirror and silver mirror. The frames have been designed to ensure a snug fit on a broader range of face shapes and sizes and include features and designs to ensure optimal performance including an innovative venting system, built-in shields for light management and more. Adjustable nose pads, flexible materials, spring hinges and lightweight frames maximize comfort, flexibility and fit.

Fin-Nor sunglasses will be available at select retailers nationwide beginning April 2022. For more information, visit

About Fin-Nor

Fin-Nor is an iconic saltwater fishing brand that makes innovative tools for sportsmen and women to explore beneath and beyond without limit. From its first fishing reel in 1936 to its latest line of eyewear and newly crafted rods and reels, Fin-Nor tools remain purpose-built for life at sea. The brand, which is owned by Pure Fishing, recently launched its line of unmatched performance sunglasses for anglers, using proprietary Lateral Line Lens Technology, which enhances vision on the water no matter the conditions. For more information, visit Follow Fin-Nor on Instagram, Facebook and YouTube.

About Pure Fishing

Pure Fishing is a collection of the world’s favorite fishing brands. Every day, all around the world, someone experiences the joy of catching a fish with one of our products. From gear for epic battles at sea to a relaxing day with family at the lake, our portfolio includes the most recognized and admired brands in fishing tackle, lures, rods, reels and storage. Abu Garcia®, All Star®, Berkley®, Fenwick®, Fin-Nor®, Frabill®, Greys®, Hardy®, Hodgman®, Johnson®, JRC®, Mitchell®, Penn®, Pflueger®, Plano®, Shakespeare®, SpiderWire®, Stren®, Ugly Stik® and Van Staal®.