The Striker brand was born in the snowmobile industry in 2005. The brand was originally developed by Jim Poucher to provide premium technical apparel for snowmobilers until 2010, when the focus of the brand shifted. Utilizing decades of experience and inspiration from snowmobile apparel technologies, Striker Brands LLC was formed with a goal of bringing quality apparel to anglers everywhere. After an initial focus on ice fishing apparel with built-in flotation liners, the Striker brand expanded to apparel for all types of fishing and marine activity with nationwide distribution.


In 2011, Striker introduced its “full feature” ice fishing suits with Sureflote® flotation assist built into the lining. This flotation-assist feature has saved over 100 lives and counting. Striker’s innovation and engineering expertise has catapulted the Striker brand as the undisputed leader in the ice fishing apparel business. Striker introduced the first premium ice fishing suits with performance waterproof/breathable shells, flotation linings, adjustable inseams and other proprietary features, and we aren’t stopping there.


Striker expanded its apparel lines to include premium rainwear, UPF apparel, lifestyle wear, layering pieces and many kinds of accessories applicable to all fishing and boating activity. This includes Florida coastal saltwater fishing, Alaska salmon fishing, and everything in between. The Striker brand is worn by many notable professional bass fishermen and fishing women, as well as everyday anglers. Striker offers just about every apparel product an angler would ever need to stay comfortable in the elements.


At Striker Brands, our core design philosophy has always been to build the best possible technical apparel without regard to what the industry might think. Our tag line, “Go Early, Go Late, Go Prepared”, encompasses our mission. The philosophy to only offer the best performing apparel possible transcends to our complete line of fishing apparel products. We work diligently to enhance the complete fishing experience, whether-or-not the fish are biting. For us, it’s more about lifestyle than lunkers. We aim to continue to provide innovative products to our customers at the best-possible prices to allow sportsmen and their families comfort during every outing.


The strength of the Striker brand is clearly our people. This includes our hard-working employees, our dedicated pro-staff team, our technology development group, and our sales staff, not to mention our many retailers. To maintain our top position in the industry it takes a dedicated team and a solid commitment to our valued retailers. Key management personnel include some of the best in the business - that is, in the technical apparel business. Our biggest problem is keeping up with demand, but we would rather sacrifice quantity than quality. In 2022, we moved onto our new corporate headquarters in Hudson, Wisconsin, with over 65,000 sq ft of warehouse space and 12,000 sq ft of office/showroom.

Striker Headquarters


Striker is a family business with a specific focus. This focus sets us apart from the “mass production” apparel giants. Our products are created after extensive testing and technical design. Our quality control is unmatched, with one of the lowest warranty/return rates in the industry. We would like to thank our loyal customers for supporting our brand as we continue to grow and develop even more innovative products. We like to be different from our competitors and people wearing our brand seem to agree. It is exactly that grassroots connection that has elevated the Striker brand.

Jim Poucher, CEO
Craig Poucher, President