About Us

JUST FISH is a young start-up founded in Pisa, Tuscany, in 2022.

After almost two years of design, testing and prototyping, we launched our first soft bait, the KITARA, with a Kickstarter campaign: the first Italian handcrafted soft bait project funded by the public.

Our Made in Italy is not a slogan.

We design and produce each lure by hand, using Italian material and taking care of every detail in-house—from design to packaging, all the way to this website.
It's a huge job, but we do it with genuine passion.

JUST FISH is our laboratory , and we want it to become yours too:

a space where fishermen's ideas take shape and every catch, large or small, has a personal meaning.

Handmade in Italy. For real fishing.