Skwala Fishing, the independent fly fishing apparel and leader in technical fly fishing apparel, has announced its annual holiday program — 12 Days of Skwala — a seasonal celebration that rewards customers and gives back to the fish and waters that inspire the brand’s work.
Beginning Friday, November 21, 2026, the campaign features twelve days of exclusive deals on Skwala’s most sought-after technical apparel. At the same time, Skwala will donate 5% of all proceeds from participating gear to Trout Unlimited and Bonefish & Tarpon Trust, two organizations working tirelessly to protect and restore coldwater and saltwater fisheries worldwide.
“12 Days of Skwala is more than a sale — it’s a way to close out the year by supporting the places and people who make fly fishing what it is,” said Rich Hohne, Chief Marketing Officer at Skwala. “We build gear that connects anglers to water, and this program connects that same community to the causes that keep our fisheries thriving.”
The initiative is supported by a broad mix of storytelling, digital outreach, and retail partnerships — connecting anglers everywhere with opportunities to give and get during the holiday season.
“At TU, we know that the future of fly fishing depends on the health of our rivers,” said Maggie Heumann, Director of Engagement Partnerships at Trout Unlimited. “Skwala’s commitment to conservation directly supports the places we love and helps ensure young anglers grow up with cold, clean water and resilient trout.”
“The connection between anglers and conservation is what drives our mission,” said Jim McDuffie, President and CEO, Bonefish & Tarpon Trust. “Collaborations like this with Skwala help turn that connection into tangible impact.”
The campaign is available online at skwalafishing.com and through participating retailers across the country. Additional details about the promotion can be found on the campaign’s landing page:skwalafishing.com/pages/12-days-of-skwala.
About Skwala
Skwala builds gear for fly anglers who are constantly pushing the limits of their fishing adventures. Spearheaded by founder Kevin Sloan, the Skwala team is obsessed with innovation that utilizes leading materials, thoughtful design, and unsurpassed construction. Skwala builds waders, footwear, outerwear, insulation, and sportswear that are built to fish and always ready for the task at hand. Explore the full line-up at www.skwalafishing.com.
About Trout Unlimited
Trout Unlimited is a national nonprofit organization dedicated to conserving, protecting, and restoring North America’s coldwater fisheries and their watersheds. Through grassroots action and science-based solutions, TU works to ensure that trout and salmon have clean, cold water and healthy habitat for generations to come.
About Bonefish & Tarpon Trust
Bonefish & Tarpon Trust’s mission is to conserve bonefish, tarpon, and permit—the species, their habitats and the larger fisheries they comprise. BTT pursues this mission through science-based conservation, education, and advocacy across Florida, The Bahamas Belize and Mexico, as well as in coastal states from Texas to Virginia. Learn more at: www.BTT.org.
