Most anglers think of AFTCO as a high-performance fishing apparel company—the Samurai sun hoodie, the MO1 shorts, or those iconic jigging gloves. But few realize that long before it became a leading lifestyle brand, AFTCO helped shape the modern fishing industry through groundbreaking rod-building innovations and a deep commitment to conservation.
From Roller Guides to Industry Giants
The American Fishing Tackle Company—originally the Axelson Fishing Tackle Company—was founded in 1958 by J.C. Axelson. Axelson pioneered the first roller guides, a breakthrough that solved a major problem for big-game anglers. As AFTCO’s tackle division sales manager, Robby Gant, explained, “Back in those days, guys were chasing huge marlin and tuna with monofilament. The heat from those long runs would literally melt the line. The roller guide solved that.”
After Axelson’s passing, the company was purchased in 1973 by Milt and Peggy Shedd, passionate offshore anglers who saw the potential to expand on Axelson’s designs. “Milt took what was basically a single roller guide design and built an entire product family—HDS, SHD, Bigfoot, Uni-Butts—everything we still see on rods today,” said Gant.
That same spirit of innovation drove AFTCO’s next great leap—from a rod component company to one of fishing’s most respected apparel brands.
The Birth of Fishing Apparel
In the late 1980s, Milt and his son Bill Shedd were brainstorming ways to grow the business. “Bill was told, ‘If you want to grow AFTCO, you need to think about what’s next,’” Gant said. “He looked at golf, tennis, and baseball. All those sports had performance apparel. Fishing didn’t. So he set out to build clothes made specifically for anglers.”
Testing began in the most practical way possible—on the deck of a tuna boat. “They literally rubbed tuna blood into fabric swatches,” Gant laughed. “Only one came clean, and that became the MO1 fishing short.”
From that humble beginning came a full line of purpose-built fishing apparel: stain-resistant fabrics, quick-dry technology, UV protection, and ergonomic designs for freedom of movement. “Every AFTCO product has to pass real-world testing,” said Gant. “Whether that means stain resistance, durability, or comfort, it’s got to perform for the angler first.”
Today, AFTCO’s clothing line spans men, women, and youth—something that’s been part of their mission from the start. “There are women anglers and young anglers out there, and they deserve gear built for them,” Gant said. “We want everyone on the water to be comfortable, protected, and confident.”
Innovation Meets Responsibility
AFTCO’s story isn’t just about performance. It’s about purpose. The company has long viewed conservation as central to its identity. In fact, Milt Shedd co-founded the Mission Bay Research Foundation in 1963, which later became the Hubbs-SeaWorld Research Institute—a clear sign of the Shedd family’s early commitment to marine research.
That legacy continues through AFTCO’s 10% Pledge, which donates ten percent of company profits to conservation causes like the Coastal Conservation Association (CCA), IGFA, and Captains for Clean Water. “It’s not just lip service,” Gant said. “We’re putting real money into keeping fisheries healthy and accessible for future generations.”
In 2024 alone, AFTCO contributed nearly half a million dollars to fishery and habitat programs nationwide. Gant, who also serves as a CCA chapter president in California, has seen firsthand how important those dollars are. “Access is constantly under threat,” he said. “If we don’t step up, we lose it. It’s that simple.”
Ethical Angling: The Ike Jime Connection
That dedication to sustainability led AFTCO to one of its most meaningful partnerships—with Andrew Tsui, founder of the Ike Jime Federation. The collaboration helped introduce American anglers to the traditional Japanese methods of humane fish dispatch and preservation known as Ike Jime and Shinke Jime.
“I saw the technique in Japan 20 years ago,” Gant recalled. “They’d keep the fish alive, brain-spike it, bleed it, and run a wire through the spinal column. It completely changed the quality of the meat.”
Years later, Gant tracked down Tsui to learn the process correctly. Together, they adapted it for sport anglers and launched AFTCO’s Ike Jime tool line. “We teach people that if you take the time to handle your catch right, you don’t need to keep five yellowtail—you can take one, treat it well, and it’ll last,” said Gant.
The results have been powerful. Anglers across the country now use AFTCO’s Ike Jime tools not only for offshore species but for freshwater fish as well, finding that humane harvesting and proper care dramatically improve flavor, texture, and storage life.
Building for the Future
While AFTCO’s roots run deep in rod building, its growth continues through innovation. “Right now our design team is working on new foul-weather gear,” Gant shared. “We’re constantly testing new materials, refining fits, and pushing to make everything lighter, stronger, and more comfortable.”
From apparel to tackle, AFTCO’s guiding philosophy remains the same—solve real problems for anglers and protect the resource that makes fishing possible. “Our products come from fishermen who build for fishermen,” Gant said. “That’s what keeps us honest.”
A Legacy of Innovation and Stewardship
More than 65 years after its founding, AFTCO continues to honor its dual heritage of craftsmanship and conservation. The company that gave anglers the first roller guide now gives back millions of dollars and countless volunteer hours to ensure the future of fishing.
As Gant put it, “If you love to fish, you have to help protect it. Whether it’s five bucks a month or taking a kid fishing, every bit helps. Because if we’re not paving the way today, our future on the water isn’t guaranteed.”
