About Us

At Unfair Lures, innovation meets passion for fishing. Founded by Paul van Reenen, a lure designer extraordinaire, we’re dedicated to crafting lures that mimic live bait with unmatched realism—down to their appearance, movement, and behavior. Our commitment to research and design ensures every product enhances your fishing experience, whether you’re a seasoned angler or just starting out. Explore our collection of groundbreaking lures and discover the unfair advantage that helps you reel in the big ones.