About Us

JUST FISH BAITS

Pigment. Light. Motion.

JUST FISH BAITS is an independent brand founded in Pisa, Italy, in 2022.

We design and produce soft fishing lures in our own workshop in Italy.

Color is a fundamental part of what we do. We experiment with pigments, reflections, transparency and layering, exploring new combinations beyond traditional soft bait finishes. We’re interested in how light transforms colors, creating depth and ever-changing shades.

We develop our own shapes, create prototypes and put them to the test in the water. Some ideas work, others don’t. It’s all part of the process.

Our goal is to create lures with an identity of their own, without forgetting what they’re made for: fishing.

Designed and handmade in Italy.

For real fishing.