I don’t know the first thing about fly-fishing, but this site makes me want to learn more. The imagery is awesome and gives the site a documentary feel. There’s tons of info about the rods, reels, etc but the presentation of the content makes it underwhelming yet easy to navigate. The products are featured nicely in the design, and even the ecommerce areas don’t have a cluttered feel. I have to admit, the dropdown for the rods and reels in the top nav got a little annoying as I looked around the site. On one hand, it was neat that I saw that section when I hovered over the link because otherwise I may not have known it was there, but I think I’d much prefer to have to click to expose the area. Also, it was a little cumbersome to get to the comparison chart for the products. I kept looking for an obvious button to click after I chose the items to compare. All in all this is a great looking site. Great use of texture, shadow, and color. There’s definitely a strong brand presence and plenty of opportunity to get immersed in the world of fly-fishing beyond just the products they sell.