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The Story of Team Tooney Fishing: Where Passion and Service Meet Adventure

In 2017, the seeds of Team Tooney Fishing were sown by an avid angler's dissatisfaction with the lack of diverse designs in the mainstream fishing apparel market.

Frustrated by the ubiquity of mass-produced fishing jerseys, Tooney, the founder, took matters into his own hands. Determined to create something unique, he embarked on a journey that would eventually redefine the Australian fishing apparel landscape.


As an Australian Army Air Dispatcher, Tooney's military service remains a core part of his identity. Driven by a desire to pay homage to his service, the brand's signature digicam designs and the distinctive pelican logo, representing the Air Dispatch unit's mascot, emerged as the cornerstone of the brand's identity. What started as a personal endeavour to create a special fishing jersey for himself and his father, affectionately known as "The Old Man," soon evolved into something much larger.


Initially, the brand comprised just two shirts, but it quickly gained momentum as fellow anglers began expressing interest in acquiring the distinctive apparel. However, the journey was not without its challenges. Finding reputable suppliers for quality yet cost-effective apparel and establishing a strong brand identity posed early hurdles for the budding enterprise.


Drawing inspiration from his military background, Tooney recognised the under-utilised potential of digicam designs in outdoor apparel. Striving for a subtle yet meaningful representation of his military service, the initial designs were a testament to simplicity and purpose, a sentiment that continues to resonate with the brand's followers today.


At the heart of Team Tooney Fishing is a vibrant community of like-minded individuals united by their love for the great outdoors. While Tooney has been the driving force behind the brand's direction, the unwavering support of his family, especially his wife and children, has been instrumental in the brand's growth. "The Old Man" remains an indispensable sounding board for brainstorming ideas, offering valuable insights and guidance along the way.



The brand's presence has steadily grown, fostering a strong sense of community and camaraderie among its followers. Demonstrating a commitment to giving back, Team Tooney Fishing selects a Charity of Choice annually, actively supporting various Australian Veteran-Focused Charities and organisations such as Young Veterans Australia, reflecting the brand's enduring values of Mateship, Purpose, Accountability, and Integrity, which were instilled during Tooney's time in the service.


Through an innovative blend of virtual and physical engagement strategies, including a robust social media presence, interactive blogs, and active participation in local fishing competitions and adventure meet-ups, Team Tooney Fishing continues to strengthen its bond with the community and pave the way for a promising future. With ongoing efforts to collaborate with local manufacturers and suppliers for a new line of apparel, the brand remains dedicated to providing a unique and authentic experience for every angler and outdoor enthusiast.


As Team Tooney Fishing continues to evolve, its story serves as a testament to the enduring spirit of camaraderie, passion, and dedication, bridging the gap between a shared love for fishing and a deep appreciation for the camaraderie that comes with it.



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