HONOLULU, HI
ACTIVE YEARS 1960'S - 2024

Joe Yee is one of the most influential lure makers in offshore trolling history, widely credited with producing lures that have accounted for more grander marlin than any other lure maker.

Working out of Hawaii, Yee built lures his own way—no strict templates, no mass production mindset. Each piece was made how he wanted to make it, which led to subtle variations across his lineup. Because of this, no two are exactly the same, even within the same style.

His lures are best known for their shapes and in-water behavior, particularly his plungers, which developed a reputation for consistently raising extremely large fish.

Many Joe Yee lures were never labeled, so identification relies on experience and attention to detail. Common telltale signs include his distinct head shapes, unfinished or bumpy saddles, and overall hand-built character that separates them from more uniform production lures.

Following his passing, we’ve remained closely connected with the Yee family and are honored to be one of the last remaining distributors of his lures. From time to time, the family releases a small number of original pieces that have remained tucked away in his workshop.

NOTABLE SHAPES: SUPER PLUNGER, MEDIUM PLUNGER, 501, 505, 707, APOLLO, STRAIGHT RUNNER, CRACKERJACK, STREAMLINE, POPO