The M.I.L.F. brand started with a simple misunderstanding. A few buddies were sitting around trading stories about "the one that got away," scrolling through the internet, and realizing the world had entirely the wrong idea about a perfectly good four-letter acronym.

We were tired of the confusion. When we say we're spending our Saturday looking for a beautiful M.I.L.F., we mean a majestic 10-pound Largemouth Bass. We mean a fighting Marlin. We mean a perfectly speckled Trout.

So, we decided to take the acronym back. We created this brand for anglers who don’t take themselves too seriously, but who take their time on the water very seriously.