Feather Craft Fly Fishing: Our Story

At Feather Craft Fly Fishing, we have forged a legacy that resonates deeply within the fly-fishing world—a legacy built on relentless dedication to craftsmanship, premium gear, and expert service. Since our inception, we have stood as a pillar for anglers of every skill level, serving not only as a supplier of exceptional equipment but as a trusted partner in pursuit of the perfect cast.

Founded in St. Louis, Missouri, Feather Craft was born from the vision of Ed Story, an impassioned angler and innovator. What began in the early 1950s as a home-based endeavor rapidly evolved into a specialized outfitter. Ed's mission was singular and clear: to provide fly tiers and fishermen with access to materials and tackle that surpassed the generic offerings of the market. His relentless attention to quality and authenticity set the foundation on which we continue to operate today.

We emerged during a time when fly-tying resources were scarce and underwhelming. Ed responded with precision—hand-selecting feathers, hooks, and tools with an almost scientific rigor. By the 1960s and 70s, what began as a catalog-driven business had materialized into a physical sanctuary for fly-fishing enthusiasts across the Midwest. We were no longer just a store—we were a hub for knowledge exchange, innovation, and community.

Through our iconic catalog, written in Ed’s unmistakable voice, we bridged the gap between gear and guidance. Anglers didn’t just shop with us—they learned with us, laughed with us, and grew with us. Our catalog became a seminal resource in the sport, combining technical precision with approachable expertise.

As champions of fly-fishing’s evolution in the United States, we were more than participants—we were contributors. Ed Story was not just a merchant but an inventor whose techniques and fly patterns—most notably the Crackleback, our hallmark shop fly—left a permanent imprint on the sport. 

When the digital age emerged, we adapted with purpose. Our launch of an online store marked a new era, allowing us to deliver high-grade fly-fishing gear to anglers across the globe. Yet, through all technological transformations, we have never compromised the standards established by Ed. Our rods, reels, apparel, and accessories are selected and delivered with the same care and scrutiny that defined our earliest days.

Today, we at Feather Craft continue to uphold our founder’s legacy. Though Ed passed away in 2008, his philosophy lives on through every product we ship, every question we answer, and every new angler we inspire. Operating proudly from St. Louis, we remain a beacon for the fly-fishing community—past, present, and future.