Lo-Cab | Shifting The Needle
Some of our favourite fishing clothing and apparel
Cut from the same cloth as the long-standing streetwear brand Lower, Lo-Cab is the modern-day disrupter within the fishing industry. Dripping with influence from the 90’s, Lo-Cab has grown from a passion project into one of NZ’s most popular fishing brands of the last 5 years.
Founded by NZ streetwear enthusiast, Jake Pyne, Lo-Cab is challenging the historical culture that exists within NZ’s fishing & marine industry by evolving the fishing apparel space beyond just function. Lo-Cab consistently wields influence beyond the confines of the traditional fishing scene and their refreshing designs are celebrated by a generation of progressive lure fishermen.
How did Lo-Cab do it?
It’s an interesting strategy to dissect but the two factors that stand out are a passion for brand culture supported by an incredibly selective distribution model. The guys at Lo-Cab have restlessly focused on progressive international markets to position the brand in a niche of its own.
In a true showcase of strategic collaboration, Lo-Cab has carefully selected a soiree of fishing brands to surround itself with on their consumer-facing platforms. That list is long but includes the likes of Daiwa, OTL, Carpenter, CB One & Suteki.
Behind the scenes, it’s clear a lot has been absorbed in the 20 years of nurturing Lower, but it’s no mean feat to shift from street to marine. It’s clear to see the gap between street and fishing culture is closing and the blend of interests has created a new generation of fishermen.
The product itself is well-cut, well-shaped, well-presented & flavoured with a pinch of streetwear influence. When it comes to the recently dropped Autumn ‘24 range, Lo-Cab is packed with everyday wears, accessories & invaluable tools. We don’t often see this clever balance between relatability & function within the fishing apparel space.
Lo-Cab isn't just churning out ordinary wardrobe-essentials. Rather, it possesses the vitality of a streetwear brand coupled with the sensibility of a utilitarian fishing label. Unlike its competitors, Lo-Cab creates garments that people are not only currently sporting but also eager to keep wearing. None of its counterparts have managed to capture the spirit of the times as accurately as Lo-Cab.
When it comes to brands that are ahead of the curve, Lo-Cab is at the cornerstone of the fishing industry movement. A raw but impressionable alignment to the 90’s hip-hop scene is somewhat how Lo-Cab is perceived in the fishing market.
That’s really why Lo-Cab is on the money right now. It’s one of a few brands within the fishing industry that’s shifting the needle. There is no restriction on anything it brings to market, no sense of entitlement or old boys club mentality. At its core, Lo-Cab is a bunch of great people, doing great things, that makes you feel a part of a family that’s doing cool shit!