When the Mad Keen seed was first planted in the bottom of the primordial bait bucket back in '97, it struck in instant chord with the fishermen and women of the time - being 'mad keen' was suddenly not just a saying...it was a state of mind! Starting life as a set of tag line tees, singlets and terry towelling hats, the early development of this range was an instant hit with tradesmen, fisherfolk and really anyone who could relate to that mind set....

But over the years, new advances in technology spurred the evolution of the fishing world, and the anglers began to reshape their way of thinking to meet these new challenges (well, some of them did anyway). The more the fishers began to rethink their art, the more their need increased for clothing that would not only be able to stand up to the fish slimed punishment that they were going to throw at it, but would also embody the emotional, even spiritual connection that they felt towards their passion.

As the evolution of the Australian fisho has progressed, Mad Keen has kept pace. With the ever-ongoing development of fishing attitudes, the range now caters to any need of the modern fisho. Even though the business commenced all those years ago as a funny tee-shirt brand, it has ripened and swelled its ranks to include quality tees, mug guards, hats, UV protection, eyewear and more that have turned it into a household brand offering a diverse range of fishing related products, but still with that twinkle of humour in the corner of its eye.

Diverse is the operative word here. As a species, fishermen and women are not all crafted from the same mould...and it's a good job too - some of those moulds are broken! Some just want to soak a bait, have a bloody good weekend and want clothing that repels blood, sweat...and beers. Then there's the family fisho, who's happiest when spending time on the water with his loved ones, but loves to catch a feed of fish too and wants gear that oozes his passion for fishing, and would look just as good jigging out in the bay as it would down the pub or at his mate’s barbecue. There's also the serious angler, who takes it to the next level by consistently catching, and wants UPF skin protection and quality at the right price...right through to the seasoned Mad Keen pro. At this level were talking the pro 'look'. Pro gear tailored to suit his/her needs with caps, UV protection, polarised sunglasses and all the other accessories needed to fish with confidence and success...

The point is, that not all fishers want the same thing from their angling experience...but Mad Keen has you covered no matter what your preference and for all occasions!

And we're not done their either. The future looks bright for the thousands of self-described “Mad Keen” fishermen in our army of rowdy good-hearted men and women. There’s a bucket-load of new and exciting quality fishing clothing designs and merchandise in the pipeline that will soon be available as we continue asking the fans what they want and endeavour to develop new lines based on that feedback … and we could tell you more, but then we’d have to take away your favourite lure and lock it in a dark room so you wouldn’t let the secrets slip!

At the end of the day, we’re all good mates sharing our passion, love and obsession for all things fishing. If you love a good laugh and spinning a good yarn about ‘the one that got away’ around the campfire whilst looking flash as a rat in a hat in your quality fishing gear, then you’ll fit right in with the Mad Keen Aussie larrikin spirit! No matter who you are, or what level of enthusiasm you have for your fishing – from the beer stained lads “Livin It” up out at the reef, to the serious tournament winning seasoned pro – there’s a Mad Keen niche for you...