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U.S. braided fishing line production marks new era of patriotism, pride and purpose in fishing
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There was a time when dirt-stained jeans, calloused hands and a firm handshake told you everything you needed to know about a man. When fishing wasn't just a weekend hobby—it was a rite of passage. It was about getting up before the sun, tying on a bait your dad swore by and casting toward something bigger than a bass. Something rooted deep in freedom, hard work and American tradition.
That spirit, that grit—it’s certainly not gone. It just needs a comeback.
Today, Vicious Fishing is proud to announce the launch of its boldest, proudest campaign to date: “Unapologetically American.”
More than a slogan, it's a declaration—a battle cry for those who still believe in the soul of the working man and the sanctity of the water he fishes.
This isn’t just talk. By the end of July, every single spool of Vicious braid will be made right here in the United States of America.
Bringing it back home
For far too long, production costs and international outsourcing have stripped American brands of their roots. But Vicious Fishing—a brand as tough as its name—refused to play that game any longer.
“This isn’t just about fishing line,” said Greg Meunier, owner of Vicious Fishing. “It’s about principle. It’s about knowing where your gear comes from. It’s about supporting the hands that make it. And maybe along the way, we can hold the flag a little higher in the process.”
The decision to bring 100% of braid manufacturing stateside wasn’t made overnight. It’s the culmination of years of planning, engineering and hustle. The Vicious team spent countless hours working with U.S.-based manufacturers, fine tuning processes, testing durability and ensuring that the end result didn’t just meet expectations—it exceeded them.
The result? A braided line that’s smoother, stronger and more abrasion-resistant than ever before. And it’s wrapped in red, white and blue pride.
It’s more than line. It’s a legacy.
Vicious Fishing isn’t just staking its claim on a product line. It’s doubling down on a way of life.
Ask any angler who grew up in a small town with a spincast reel and a pocket full of hope and they'll tell you that fishing taught them more about life than any classroom ever could.
Patience. Respect. Grit.
And maybe most importantly, the deep American belief that if you keep your line in the water long enough, something good will bite.
That’s the spirit behind “Unapologetically American.”
It’s for the welders, the linemen, the teachers, the single moms and the veterans. The folks who still wave to their neighbors. The ones who still take their kids fishing instead of handing them a screen. It’s for those who believe America isn’t perfect—but she’s damn sure worth fighting for.
A campaign with teeth
“Unapologetically American” isn’t just words on a label. It’s a full-throttle campaign that will reach anglers where they live—online, in stores and on the water. We know there are cheaper ways to make fishing line. But cheaper isn’t always better and it sure as heck isn’t what this country was built on.
“People don’t fish because it’s easy,” Meunier said. “They fish because it’s real and it allows them to be present. You can cut off your phone, swing your legs off the rusted tailgate of an old pickup truck, enjoy the breeze and talk with the people you love. Tailgate stories and front-porch conversations have been buried with unnecessary noise. That’s what this is all about. It’s about cutting through the mess and being real again. It’s about loving God, appreciating your country, loving each other and treating others how you’d like to be treated; it seems like common sense to me.”
What’s next?
The transition to full U.S. braided line production is set to be complete by July 31, 2025. By August, every spool of Vicious braid on the market will have been crafted in the U.S.—from core to coating.
But the movement does not and will not stop there.
Vicious is exploring domestic production for other product lines, increasing investments in American manufacturing technology. This isn’t about politics. It’s about principles.
We’re remembering what built this country. We’re honoring the pastimes that made us who we are. Frankly, we just give a damn about quality, about people and about country.
We are unapologetically American.
We are unapologetically Vicious.
