Every brand has a story. Ours started with two steaks, a campfire, and hundreds of hungry black flies.
A buddy and I were fishing Roach Pond in the North Maine Woods. After a great day on the water, we'd picked up a couple of big steaks and couldn't wait to throw them over the fire.
The fire was perfect. The smoke was rolling. Supper was just about ready.
Then the black flies arrived.
Not a few of them—hundreds.
We pulled on full bug suits, but they still found us. Finally, we surrendered and climbed into the truck just so we could enjoy our dinner in peace.
As we looked out the windows, hundreds of black flies gathered outside, waiting patiently for one of us to make a mistake.
That's when we realized we'd forgotten the salt, pepper, and paper towels.
So I looked over at my fishing partner and said,
"Rick... would you mind running out and grabbing the salt and the napkins?"
Without hesitation he replied,
"Nope."
I smiled.
"How about a quick game of Rock, Paper, Scissors? Loser has to go."
He looked at me, then looked at the swarm outside.
"Nope. Not happening."
At that moment, I realized something...
Black Flies Matter.
Not because we like them.
Because they were completely controlling our lives.
That one moment around a campfire became the inspiration for a brand that every outdoorsman in Maine instantly understands.
Whether you're fishing, camping, hiking, hunting, paddling, or simply trying to enjoy your backyard, chances are you've had your plans changed by these tiny, relentless pests.
That's how Black Flies Matter was born.
Today it's more than a T-shirt, hat, mug, or sticker.
It's a badge of honor for people who know what it's means to live, work, and play where black flies rule.
It's a conversation starter.
It's a laugh shared between people who've been there.
It's proudly designed in Maine for people who understand exactly what black fly season feels like.
Because...
They don't care about bug spray.
They want you for dinner !