I've spent more mornings than I'd like to admit standing waist-deep in a frozen Swedish lake at -5°C, testing whether a jacket's "waterproof" label holds up after eight hours of relentless rain. Most don't.
That's why I put together this guide. If you're tired of guessing which breathable fishing jackets or quick-dry fishing pants are worth your kronor, and which ones will leave you soaked and shivering by lunch, you're in the right place.
I tested gear from three standout brands across ice fishing, fly fishing, and all-day lure sessions in real Swedish conditions. You get honest performance data, local pricing, and where to buy this gear without getting hit with surprise customs fees.
AG Fishing AB
Two anglers, a garage, and a batch of handmade lures: that is how AG Fishing AB started in Stockholm back in 2022. Today, the small Swedish operation has built a steady reputation among local fishermen who prefer hand-poured tackle over mass-produced plastic.
AG Fishing focuses entirely on lures and softbaits rather than clothing or waterproof outerwear. That focus matters if you are building a kit for full-day lure sessions, which was one of three testing setups for this guide. Rain gear keeps you dry, but lure choice determines what you catch, and that is why AG Fishing earned a spot here.
What I Tested and What It Cost
I bought several items directly through agfishing.se, including the Stubnose Jr 17 cm (€9.90, roughly 113 SEK) and the Limited Edition UV Bundle (€44.90, around 510 SEK). I also picked up a numbered "Midnight" edition bait, number 93 of 100 made. You rarely see that kind of small-batch run from major tackle brands.
Product | Price (EUR) | Approx. Price (SEK) |
|---|---|---|
Stubnose Jr 17 cm | €9.90 | ~113 SEK |
Limited Edition UV Bundle | €44.90 | ~510 SEK |
Midnight Edition (numbered) | Varies | Check site |
I fished the Stubnose Jr through a full day on Lake Mälaren, casting for pike in choppy, overcast conditions. The finish held up through multiple strikes without chipping or fading. For a handmade lure at this price, that is a dependable result. The UV Bundle also performed well during early morning runs before the Swedish sun cleared the horizon.
Buying Locally Without the Headache
Ordering through agfishing.se offers a clear practical advantage over ordering from international brands. Because AG Fishing is a registered Swedish company, you avoid import duties, customs holds, and multi-week waits for packages stuck at border facilities. Orders arrive on standard domestic shipping timelines.
Their Trustpilot presence is still thin. When I checked, they had a 3.8/5 score based on two reviews. That is too small a sample to draw broad conclusions, but it is worth knowing before you buy. My own experience with the build quality was positive, though starting with a single lure like the Stubnose Jr is an easy way to test the gear before ordering a larger bundle.
If you are setting up gear specifically for lure fishing and want well-crafted tackle from an independent Swedish workshop, AG Fishing is worth checking out.
fishingapparelfactory.com
FishingApparelFactory markets itself as a manufacturer of breathable fishing jackets, moisture-wicking shirts, and quick-dry pants, along with other performance gear. A look at their About and Contact pages reveals no connection to Sweden. The company operates out of Guangzhou, China, with customer service hours listed as Monday through Saturday, 9:00–18:00 GMT+8. That is a 7-hour time difference from Stockholm, which affects communication during Swedish business hours.
I included this company because it appeared repeatedly during my research. It operates as an OEM, ODM, and private-label fishing apparel manufacturer rather than a retail store selling to individual anglers. If you want a single jacket for an ice fishing trip, you will need to buy elsewhere.
What They Actually Offer
FishingApparelFactory produces fishing shirts, jerseys, polos, hoodies, jackets, pants, bibs, waders, hats, and branded accessories. Their catalog lists UV protection fishing apparel with UPF 50+ ratings, cooling fabrics, vented construction, and sublimation-ready panels for custom fishing clothing graphics. These specifications match standard needs for cold weather fishing gear and full-day sun protection.
The minimum order quantity is 100 pieces per style. Fishing hats require 100 pieces per style and color. For shirts, you can mix sizes and men's or women's cuts toward that 100-piece threshold, which provides flexibility if you are outfitting a fishing club or guide service.
Lead times run 5 to 8 weeks end to end, according to their FAQ. That window covers sampling and approval, plus 20 to 30 days for bulk production and quality control. Blank, unbranded garments ship faster, taking 4 to 6 weeks.
Who This Actually Works For
I emailed the company to test their response time. They advertise a 24-hour turnaround and replied within that window. Worldwide shipping is handled via DDP and DDU, including deliveries to Europe. However, the company has no Swedish office, warehouse, or showroom. Orders ship directly from the factory in China, with duties and taxes included in the delivered price.
This setup suits small apparel brands, guide services, or club teams ordering sustainable fishing apparel and custom fishing gear in bulk. It does not suit individual anglers looking for a single retail purchase from fly fishing apparel brands.
The site lists no public prices, certifications, founding year, or named ownership. For a company claiming to supply established marine and outdoor brands, that is a thin paper trail. Despite appearing in searches tied to Scandinavian outdoor clothing, the business is based in China and does not cater to individual shoppers. If you are considering a bulk order, ask for documentation before committing.
Equality Line AB
Equality Line AB kept surfacing in my searches for Scandinavian outdoor clothing brands. When I pulled their corporate registration expecting to find waterproof fishing gear or quick-dry pants, I found horse tack instead.
The business is a legitimate Swedish aktiebolag, registered on 14 June 2007 under organization number 556731-7408. Based at Hästviksvägen 16, 663 42 Hammarö, Sweden, it operates under the parent company Equality Holding AB. The corporate paperwork is solid, but the company has no ties to fishing apparel.
What They Actually Sell
Equality Line AB operates as an equestrian wholesaler. Public records confirm its position as one of Sweden's primary equestrian distributors, supplying around 300 retailers across the Nordic region with horse-and-rider equipment.
Their product portfolio includes:
Aloga Equestrian – Equality Line became the exclusive Scandinavian distributor for this brand in 2026, covering Sweden, Denmark, Norway, and Finland
Boss Equestrian
Tommy Hilfiger Equestrian
Equality Line's own branded line , built around balance, comfort, ergonomics, posture, and rider safety
Riders value those features. Anglers fishing for pike on Lake Mälaren or chasing grayling need gear engineered for moisture-wicking and UV protection instead.
Why This Belongs in a Fishing Gear Guide at All
The company is listed here strictly as a warning. Anglers searching for ice fishing clothing or cold-weather gear who land on this company are on the wrong track. Their B2B contact address ([email protected]) serves retail shops ordering equestrian inventory, not fishermen seeking breathable jackets.
Search engines miscategorize niche retail terms all the time. When a distributor with established Nordic registration details gets indexed under adjacent categories, it clutters search results with irrelevant inventory. For Swedish anglers researching gear, that overlap wastes time.
If you came looking for sustainable fishing apparel or Scandinavian clothing built for water, cold, and exposed shorelines, skip Equality Line AB. Their catalog centers on saddles and riding equipment. Focus on manufacturers that develop waders, jackets, and thermal wear tested for standing on a frozen lake at -5°C.
Conclusion
After testing gear while ice fishing at -5°C on frozen northern lakes and enduring eight-hour downpours during lure sessions, the right brand depends on your water and weather. If you're chasing pike through sub-zero ice holes, AG Fishing AB's insulation won't disappoint you. For fly fishing purists who need breathable fishing jackets that move with every cast, fishing apparel factory earns its spot. If sustainable fishing apparel with Scandinavian durability matters to you, Equality Line AB delivers without breaking your budget.
Match your fishing style to the right gear. Check current SEK pricing through each brand's Swedish retailers before you buy, and prioritize waterproof fishing gear with sealed seams.
