Who We Are

WhatIsTheFish.com is an independent print-on-demand lifestyle brand built for people who live and breathe fishing. We create fishing-inspired apparel and home decor that reflects the humor, mindset, and pride of anglers who see fishing as more than a hobby — it’s a way of life.

Our products are designed for those early mornings on the water, long days chasing the perfect catch, and quiet moments when fishing is the only thing that makes sense.

Where We Are Based

WhatIsTheFish operates as an online-first brand, serving customers primarily in the United States. Our design and brand direction are managed by our creative team, while production and fulfillment are handled through trusted fulfillment partners to ensure efficient delivery and consistent quality.

Being a digital-native brand allows us to stay flexible, customer-focused, and design-driven — without the limitations of traditional retail.

Why We Chose This Business Model

We chose print-on-demand because it aligns with our values of creativity, responsibility, and personalization.

Instead of mass-producing inventory, each item is made only after an order is placed. This allows us to:

  • Offer more unique and niche fishing designs

  • Reduce unnecessary waste and overproduction

  • Continuously release new ideas without excess stock

  • Focus on quality rather than quantity

This model lets us tell more stories, not just sell more products.

Our Vision & Mission

Our vision is to become a trusted lifestyle brand for anglers — a brand that truly understands fishing culture and the people who live it.

Our mission is to empower anglers through meaningful, high-quality designs that celebrate patience, freedom, obsession, and connection to the water. Every product is created to feel personal, authentic, and proudly expressive — whether it’s worn, used, or displayed.

How Our Business Works

WhatIsTheFish designs all artwork in-house, focusing on fishing humor, attitudes, and real angler experiences. Once you place an order, your product is printed, crafted, and shipped specifically for you.

We do not sell generic stock designs or resell mass-produced items. Each piece starts as a concept rooted in fishing culture and ends as a made-to-order product created just for you.

Our Fulfillment Partners

To deliver reliable quality and timely shipping, we work with professional print-on-demand fulfillment partners who specialize in apparel and home decor production.

These partners use modern printing technology, durable materials, and quality control processes to ensure that every product meets our standards before it reaches you. This partnership allows us to focus on what we do best — design, storytelling, and community — while ensuring your order is produced and delivered with care.

More Than a Store

WhatIsTheFish is not just a shop. It’s a community of anglers — weekend fishermen, hardcore addicts, and anyone who finds peace by the water.

Whether you fish to relax, to compete, or to escape the noise of everyday life, you belong here.

Wear it. Hang it. Live it.
Welcome to WhatIsTheFish.