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Doug’s Custom Lures is built on heartland grit, tacklebox know-how, and the kind of flannel-wearing practicality you only get growing up fishing Midwest lakes and rivers. 

Born and built in Wisconsin, Doug’s lures aren’t flashy—they’re functional, honest, and built to catch fish, not fishermen. Whether you’re slinging them for bigmouths in lily-choked coves or jigging for walleye under a cloudy sky, every bait is made to deliver. No gimmicks, no hype—just solid baits and straight talk from a guy who still fishes the same lakes he grew up on.

Doug's also shows you how to use 'em. In our videos, Doug breaks down real-world techniques and rigging tips the way a buddy would over a cup of coffee before launch. This brand isn’t trying to impress you—it’s trying to help you catch fish.