Somewhere along the way, someone decided that fishing shirts should fit like trash bags. They put too much stuff on them and in them. Everyone else followed. We wanted to be different. And better. So we set out on a journey to make our own. Breathable, lightweight and simple. No cargo-short pockets on your chest. No velcro. And no jamming every size person into a single fit. Just a high quality shirt. That fits. In every way. Oh, and we decided to change the way fishing shirts are sold so that we can offer the best product, to all people, at all times, at a remarkable value.

We’re Poncho because we’re making simple gear that works. No frills. No gimmicks.

Poncho is also a nod to what matters most to us – wildlife and wild places. St. Francisco, nicknamed “Poncho,” is the patron saint of animals and ecology. He was also a notorious party animal. He eventually cleaned up his act and fell in love with the outdoors and animals - of the non-partying type. He doesn’t get much credit these days, but we think of him as the original conservationist. He loved animals and the outdoors so much that he devoted his life to protecting them. Not bad. We hope we can do the same. After the party ends.