Buy 2 Get 1 Free Shorts // FREE SHIPPING ON ORDERS $100+

BEHIND THE BRAND

|

Cart 0

New Arrivals

New Arrivals

Hemingway Boardshorts

$52.00

Neon Marlin T-Shirt

$34.00

Fifty - Fifty T-Shirt

$34.00

I'd Rather Be Offshore T-Shirt

$34.00

Allison Crest T-Shirt

$34.00

White Marlin Headline T-Shirt

$34.00

Ballyhoo T-Shirt

$34.00

Allison Crest Hood

$68.00

Neon Marlin Hood

$68.00

Fifty-Fifty Hood

$68.00

Extreme Boat Docking Hat

$30.00

White Marlin Open 2026 T-Shirt

$32.00
Men
Tops

T-Shirts

Button Downs

Performance Shirts

Long Sleeves

Flannels

Performance

Long Sleeve

Short Sleeve

Hooded

Women's

Bottoms

Shorts

Pants

E-Waist

Boardshorts

Women's

Outerwear

Hoodies

Jackets

Offshore Division

Women's
Women
Tops

Bottoms

Performance

Headwear

Outerwear

Dresses

Atlantic Girl
Best Sellers
Youth
Hats & Accessories
Hats

Beanies

Footwear

Flags

Stickers

Drinkware
Gift Cards
Sale

Men

Tops
Performance
Bottoms
- Shorts
- Pants
- E-Waist
- Boardshorts
- Women's
Outerwear

Women

Tops
Bottoms
Performance
Headwear
Outerwear
Dresses
Atlantic Girl

Hats & Accessories

Hats
Beanies
Footwear
Flags
Stickers
Drinkware

My Account

Log in Reset your password

Register

Forgot your password?

We will send you an email to reset your password.

Sign up for early Sale access plus tailored new arrivals, trends and promotions. To opt out, click unsubscribe in our emails.

Log In

Search our store

Popular Searches:

T-Shirt Blue Jacket

""

Discount Elligible

Filters

Price

From $

To

To $

Availability

In stock(265)
Out of stock(245)

Size

Color

Born To Fish T-Shirt

On Sale

Select options

Born To Fish T-Shirt

Regular price $15.00

Sale price $15.00 Regular price ~~$34.00~~

Unit price

/

Black

Black

Oil Blue Heather

Oil Blue Heather

Royal

Royal

Sulphur

Sulphur

Pure Lure Born To Fish T-Shirt Premium Bi-blend fabric: 50% Cotton / 50% Polyester Super Soft...

Select options

Tuna Bonez Crew

Select options

Tuna Bonez Crew

Regular price $50.00

Sale price $50.00 Regular price

Unit price

/

Charcoal Heather

Charcoal Heather

Heather Grey

Heather Grey

INDIGO

INDIGO

Ultra-soft cotton/polyester blend fleece. 80% cotton / 20% polyester blend Split stitch double needle sewing...

Select options

Willy

Select options

Willy

Regular price $30.00

Sale price $30.00 Regular price

Unit price

/

Black / Grey

Black / Grey

Khaki / White

Khaki / White

Light Navy / Grey

Light Navy / Grey

Relaxed casual structured fit Precurved bill Water resistant & breathable nylon / poly SKU MAHTAWIL...

Select options

Sluggo Lo-Pro

Sluggo Lo-Pro

Regular price $20.00

Sale price $20.00 Regular price

Unit price

/

Black / Tan

Black / Tan

Columbia Blue / Tan

Columbia Blue / Tan

Navy / Tan

Navy / Tan

Pink / White

Pink / White

Royal Blue / Charcoal

Royal Blue / Charcoal

This garment-washed low-profile snapback with an unstructured crown is all about comfort and fit. An unstructured...

Select options

Nor Easter

Nor Easter

Regular price $65.00

Sale price $65.00 Regular price

Unit price

/

Camo

Camo

Forest Green

Forest Green

Navy

Navy

Black

Black

Built for foul weather. 100% Nylon Hooded Jacket 330D Waterproof coating Elastic cuffs, underarm grommets...

Select options

Chaser Hood

Select options

Chaser Hood

Regular price $68.00

Sale price $68.00 Regular price

Unit price

/

Heather Grey

Heather Grey

Lavender

Lavender

For the love of boats! The Chaser Hoodie is here. 10 oz (330 gm) 52%...

Select options

Lily Women's Fleece Hoodie

Select options

Lily Women's Fleece Hoodie

Regular price $68.00

Sale price $68.00 Regular price

Unit price

/

Ivory

Ivory

Light Blue

Light Blue

The crowd favorite Lily Marlin design is now on premium pigment dyed fleece.SKU W609ALIL

Select options

Marli Performance Sun Shirt

Select options

Marli Performance Sun Shirt

Regular price $54.00

Sale price $54.00 Regular price

Unit price

/

Pearl

Pearl

White

White

The PURE LURE sun shirt offers a generous cut to maximize comfort both on and...

Select options

Spooled Camo Hoodie

Select options

Spooled Camo Hoodie

Regular price $72.00

Sale price $72.00 Regular price

Unit price

/

Deadtree

Deadtree

M638BSPO

Select options

Dibs Tank

Select options

Dibs Tank

Regular price $32.00

Sale price $32.00 Regular price

Unit price

/

Coral

Coral

White

White

Festival tank fit- featuring a scoop neckline, wide scalloped hem, and drape for a relaxed...

Select options

Anchor Sili Pint

Select options

Anchor Sili Pint

Regular price $18.00

Sale price $18.00 Regular price

Unit price

/

Arctic

Arctic

Berry

Berry

Canyon

Canyon

Marble

Marble

Tie Dye

Tie Dye

For thirsty folks across the land, 16-ounce silicone pints are more than a rugged alternative...

Select options

Sponsored Short Sleeve Tech

Select options

Sponsored Short Sleeve Tech

Regular price $40.00

Sale price $40.00 Regular price

Unit price

/

Columbia Blue

Columbia Blue

Navy

Navy

White

White

M553BSPO

Select options

« 1 … 3 4 5 6 7 … 29 »

Sort by

Featured
Most relevant
Best selling
Alphabetically, A-Z
Alphabetically, Z-A
Price, low to high
Price, high to low
Date, old to new
Date, new to old

Recently Viewed Products

Information

Brand House Retail Shop

Our store

Pure Lure Brand House
12808 Harbor Rd
Ocean City Maryland 21842

Open Daily
Monday - Sunday: 10AM - 6PM

Give us a shout

© PURE LURE 2026

Payment options: