Founded in a small South African garage in 2017, Wading Waters began with a simple vision: to bring fresh thinking to the world of fly fishing.

After 4 years of building the brands, in 2021, we relocated to the UK, and in 2025, we merged with Upavon Fly Fishing—a renowned manufacturer of fly tying materials with a global retail network. This milestone marked the registration of our limited company and cemented our position as one of the leading distributors of premium fly fishing brands across the globe.

From the start, our mission has been to discover and champion innovative brands that challenge the status quo. Every partner we work with shares our commitment to rethinking tradition—designing products that address the real needs of modern anglers.

Today, we proudly distribute more than 18 distinctive brands, each offering something truly original. And we’re just getting started.

Join us on the journey.

Ben & Raymond

#ChallengeTheStatusFlow