Feather Craft Fly Fishing: Our Story

Feather Craft Fly Fishing is a celebrated name in the fly-fishing world, known for its dedication to quality gear and expert service. Since its founding, Feather Craft has catered to anglers of all skill levels, becoming a trusted supplier and advisor to the fly-fishing community.

Established in St. Louis, Missouri, the company was founded by Ed Story, an avid fly fisherman and enthusiast, whose passion for fly fishing was the driving force behind the store’s success.

Ed Story began Feather Craft in the early 1950s as a small operation out of his home. The initial goal was to provide fly tiers and anglers with high-quality, affordable materials and tackle that he found lacking in the general market. Over time, Ed's commitment to quality and customer satisfaction made Feather Craft a go-to source for fly-fishing supplies. He was particularly focused on providing quality fly-tying materials, such as feathers and hooks, which he sourced meticulously. This emphasis on quality and curation helped Feather Craft stand out from larger, less specialized stores and quickly garnered a loyal following.

Throughout the 1960s and 70s, Feather Craft continued to grow, expanding from a catalog-based business to a physical storefront. The shop quickly became a gathering place for fly-fishing enthusiasts in the St. Louis area and beyond. Ed’s approach was both innovative and personal; he offered a variety of hard-to-find fly-tying materials, tools, and other fly-fishing gear, but he also provided expert advice, shared tips, and hosted fly-tying classes.

Local anglers looked forward to receiving Feather Craft’s catalog, which included descriptions written with Ed's enthusiasm and knowledge. The catalog became a staple in the industry, offering a mix of essential equipment, unique products, and Ed's own humorous and informative commentary.

In addition to its reputation as a fly-fishing supplier, Feather Craft contributed significantly to the sport's growth and popularity in the United States. Ed Story was an innovator, often developing or improving upon existing equipment and techniques. For example, he introduced and popularized various fly patterns and tying methods that are still in use today, most notably the Crackleback, our shop fly. His contributions helped shape fly-fishing in America, particularly in regions where it wasn’t traditionally as popular, such as the Midwest. The company’s reputation continued to grow through word-of-mouth among anglers, and its customer base expanded nationally.

As Feather Craft entered the 1980s and 90s, it adapted to changing times, eventually launching a website and online store to serve a broader audience. This move allowed Feather Craft to reach an international customer base, providing fly-fishing gear and materials to anglers around the globe. The company's offerings expanded to include a wide range of rods, reels, waders, apparel, and other essential fly-fishing items, always adhering to the high standards of quality that Ed established.

Today, Feather Craft Fly Fishing remains a trusted source in the fly-fishing community, known for its excellent customer service, extensive catalog, and commitment to quality. Although Ed Story passed away in 2008, his legacy lives on through the company and its dedication to the sport he loved.

Feather Craft continues to operate out of St. Louis, inspiring new generations of anglers to take up the sport and providing seasoned fly-fishers with the gear and expertise they need. The company’s commitment to quality, innovation, and community has solidified its place in fly-fishing history, making it much more than just a retailer but a cherished institution in the fly-fishing world.