HideUp

HideUp is a Japanese brand known for the quality, precision, and efficiency of its lures. It was founded by Hideo Yoshida, one of the most respected lure designers in Japan, known for his technical approach and sharp sense of detail. For years, Yoshida observed fish behavior, experimented with profiles, densities, vibrations, to design lures capable of triggering the attack when everything seems still.

Away from fashion effects, HideUp defends a vision: to create lures that really fish, over time, no matter the conditions. Each model is designed to respond to a specific situation: vibration intensity, buoyancy, stability at low speed, lure behavior on the descent, responsiveness to the slightest solicitation...nothing is left to chance.