Simms Fishing and Grateful Dead Launch Collab Apparel Line

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Simms Fishing Products has announced a new collaboration with the iconic rock band the Grateful Dead, unveiling a limited-edition apparel collection titled, “Dead On The Water.” The campaign merges fishing gear with cultural motifs associated with the band, offering a range of products that include t-shirts, hats, sun hoodies, and even a customized version of Simms’ G3 Guide Wader.

The partnership brings together two distinct communities–anglers and music enthusiasts–through a shared emphasis on immersion and presence. According to Simms, the collection is designed to reflect the emotional and experiential parallels between fishing and music.

Ben Christensen, Head of Simms, described the collaboration as “born from feeling, not formulas,” emphasizing the meditative qualities of both activities. “Fishing and music are both immersive experiences,” Christensen said. “They quiet the noise. They shift your focus from the outside world to the present moment.”

The collection revolves around the "GD" Guide Wader, manufactured in Bozeman and based on Simms’ G3 wader, which features design elements inspired by the Grateful Dead’s visual identity including the lightning bolts and dancing bears. The full apparel line includes tees, technical headwear, and sun-protective hoodies intended for use both on and off the water.

The Grateful Dead’s music has long been associated with outdoor culture, particularly among fly anglers. Simms cites the improvisational nature of the band’s sound as a thematic link to the unpredictability and rhythm of fishing.

“What we’re tapping into is that egoless state both artists and anglers chase–a place where instinct takes over and connection becomes everything,” added Christensen. “For the Dead, it was the music. For us, it’s the river. But the reward is the same–you get lost in the moment, and that’s where the magic lives.”

The “Dead On The Water” collection is available in limited quantities through Simms’ website and select retailers as of August 1.

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