Born from a lifelong obsession with fishing and a simple question — why do so many lures look fake? — OOSH was created to bring realism back to the water. The idea started decades ago, with a Kiwi kid packing frozen bait in a walk-in freezer at age fourteen. Since then, he’s worked in and managed tackle stores, and fished across Australia and New Zealand chasing everything from Trout to Tuna — always searching for that perfect presentation.

OOSH isn’t a faceless company — it’s a small, husband-and-wife-run New Zealand brand built on passion, persistence, and family. The name OOSH came from the founder’s eldest son, whose first attempts at saying the word fish became a family in-joke that stuck — and eventually, a brand. It’s a reminder of where the love of fishing begins: in those early moments of excitement, wonder, and connection.

Together, the pair share a deep love for the ocean. Whenever there’s downtime, you’ll usually find them planning the next trip, rigging gear, or already out on the water — and more often than not, it’s her idea to go. That shared passion for fishing fuels everything they do, and it shows in every lure that carries the OOSH name.

Every OOSH lure is designed with intent — to look alive, to perform flawlessly, and to embody the quality and innovation anglers deserve. The goal is simple: create lures that inspire confidence in every cast, and help the next generation fall in love with fishing — away from screens and back into nature.

But OOSH doesn’t stop at home. The vision is to take this Kiwi-born brand to the world — from kingfish in New Zealand and trevally in Australia, to tarpon in Florida, roosterfish in Mexico, and peacock bass in Brazil.

Come for the ride — and let’s catch a heap of fish together along the way.

OOSH - LIFELIKE + LETHAL