Pure Flats began in 2015 when tournament winning angler, Capt Joey Landreneau invented the Slick lure. Joey was fishing shallow rock flats and grass shorelines of Florida's Big Bend Nature Coast. After struggling to cover different areas of the water column and losing several treble hook lures, Joey came up with the idea for “The SLICK.”

Pure Flats lures are winning tournaments from the Mississippi Sound to Virginia and consistently helping anglers set personal best records. If your focus is catching larger, higher quality fish and not hassling with live bait, then you’ve come to the right place. We’re growing freshwater applications of Slick lures and expanding into the pursuit of bass, crappie, and walleye.