Show me a hero and I'll write you a tragedy.

We are all guilty of it: The “hero” shot, posing with a fish out of water for the camera. Unfortunately, social media has exponentially encouraged this bad form. //

So, what is wrong with holding your fish out of the water for a picture? Stop for a second and consider what this does to the fish. “Imagine running a marathon and then being forced to hold your breath.” That is how Science Liaison @saschafish of describes it. • Are you killing more fish than you think? If you catch and release 50 a day, studies show you are probably killing more fish than a live bait treble hook chucker who catches and keeps three to eat—especially if you lift them out of the water for pictures. • We have a strict “NO HERO SHOTS” rule at our company inspired by Yvon Chouinard, the famous rock climber, angler, environmentalist, and founder of Patagonia. Chouinard began his successful career with his Lost Arrow pitons made of strong chromoly steel, tough enough to be hammered in and removed to use again. • When Chouinard started making Lost Arrows, climbing was an obscure sport, but when it became popular, he noticed a problem. Repeated hammering and extraction of pitons damages the rock, and the old routes were becoming scarred. By 1970, Chouinard phased his pitons out and promoted “clean climbing” instead. • It was a huge business risk. Chouinard’s company was built on profit from pitons. This decision was counterintuitive on the level of forcing a camel through the eye of a needle. It was the definition of integrity. • Climbing El Capitan is an extraordinary feat. Now, imagine putting in the hard work and time to gain the skill to get to the top and also designing and blacksmithing the world’s best tools for it, and then deciding, on principal, to rid yourself and your company of those profitable and, moreover, life-saving tools because you do not want to cause chips in a half mile tall rock. • If only we could catch some of Chouinard’s integrity in our sport and make it go viral. • Please visit to learn more about the cause. • We also invite you to learn more about our innovative next generation fly rod at

#yvonchouinard #tate.angling #tateangling #patagonia #flyfishing #sportsmansfinest #sportsmansflyfishing # jarrettsasser #highdesertangler #catchandrelease #keepemwet