At Fishouflage, our beliefs and passion for the outdoors may seem a little old school to some.  We believe in treating customers the way we’d like to be treated.  We believe in creating quality products, standing behind them, and giving our customers a good buy for their dollar. 

We believe in giving back, so that future generations will feel the excitement of a misty, morning launch at first light.  We believe that the friendships and camaraderie outweigh the days catch, and that there really is no such thing as a bad day of fishing.  

Fishouflage was founded in the heart of the Midwest by lifelong fishermen Gary and Paul Bernegger.  As the son and grandson of Fritz Bernegger, founder of Hillshire Farm, both spent much of their careers building that highly respected brand into the household name it is today.   Gary and Paul retired from the big-company landscape and set out to build a brand that would bring together the millions of good hearted, passionate fishermen and women of the world.  

Have you ever noticed that people who fish are some of the most friendly you meet?  They’re often patient, smile more, and are ready to lend a hand or share a story?

Those people.

This experience and inspiration led to the design and development of something completely new and unique — recognized as unique enough to be awarded a U.S. patent.  The Fishouflage collection of patterns connects anglers around the world in the same way that traditional camo connects hunters.  The Fishouflage brand was born for a love of fishing, and now offers a popular line of apparel and other merchandise — in many patterns — that look great and wear well.

You’ll find Fishouflage located in Hortonville, Wisconsin, along the banks of the Wolf River where the Bernegger family still spends much of their free time fishing together.