Orvis is on a mission-- unity and parity on the water. With the 50/50 on the Water campaign, a lofty goal has been set; an equal ratio of men to women fly anglers. What started as wishful thinking just two years ago has grown into a resounding call to action for Orvis as a company and the fly fishing industry as a whole. In less than two years, Orvis has earned three awards for its efforts. The first came from DUN Magazine. “We were pumped to receive the DUN Mayfly Award in recognition of our contributions towards women's fly fishing. We wouldn't be where we are today with the 50/50 campaign without the help of our incredible network, including Jen Ripple from DUN Magazine,” said Chrissy Atkins, Men’s Digital Merchant/Analyst at Orvis. At the International Fly Tackle Dealer Show in July, two of Orvis' three awards for product design were given to women’s products.

What stands out about 50/50? It’s the first holistic, empathetic approach to making fly fishing inclusive. The goal is to truly understand women who fly fish and, taking it a step further, to support women who are taking a leading role in the sport and industry.

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Photo by 50/50 On The Water

The Orvis company has introduced thousands of people to fly fishing through schools and partnerships with charitable organizations, but 50/50 is the most intensive push to bring more women into the sport in its history. Orvis has embraced it as part of the company's core mission. The authentic representation of women in catalogs, on the website and in advertising has greatly increased. Messages of parity are backed up by a large assortment of gear and clothing designed for women by women anglers that really fits and performs. Orvis is going all-out to make it easy for women to get into the sport.

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Photo by 50/50 On The Water