Flyfishing and nature form a close relationship, where memorable moments are highly dependent on clean nature and healthy waters. For a flyfishing company like Guideline, our business activities and pure existence rest on these basic criteria – So, yes! WE CARE. Our value base is reflected in our lifestyle, in our environmental- and sustainability work and in our care for each other.

All business activities affect nature to some extent. Our environmental vision is: “Clean All the Way”, which means minimal environmental impact from our business as possible. This has been an ongoing process; our waders and jackets have been PFOA free for several years and we have removed products containing harmful chemicals that could cause damage in the Eco-system.


Still, after making an internal study of our products and value chain, we have concluded that Guideline can contribute much more. It is urgent and we have decided to make a difference!


Therefore, Guideline recently launched several new projects aimed at reducing environmental impact from our manufacturing and logistics. It is vital to eliminate the use of harmful chemicals that are likely to be transmitted into and have a negative impact on nature. These are fluorocarbons that among other things cause hormonal disruptions in all living organisms. We are also reviewing and minimizing our use of plastics (fossil fuels in manufacturing and the spread of harmful micro plastics) as well as reducing our CO2 emissions (global warming).


It feels important and correct but far from simple. It is easy to get paralyzed and do nothing when things get complicated. Guideline has decided to accept the challenge - by following the facts and stomach feeling - of reaching our long-term goals; become fluorocarbon-free, reducing our CO2 emission and minimizing plastic use in packaging.


The bar to the left shows ten packings for lines where a plastic spool is included. The bar on the right shows the same number of lines in our new Care packaging. They reduce the volume by 55%, and the weight is reduced by 75%. When we fulfil our goals this means we will save over 1,2 tons of plastic per year. 



1)    Minimize unnecessary packaging:

  • Question the use of packaging as such, but where packaging is required, replace plastic with paper or other sustainable alternative. 
  • For our ULS lines, we do not use any spools at all. This eliminates the use of plastic as well as reduces the weight and volume of the packages. 
  • In 2019, we also remove the plastic spools on our 4D-, 4D Distance- and 3D+ shooting heads. As it is not a sustainable act to throw away existing packaging, we will do a “running change” in 2019. For all other lines in our range, a similar change to a better alternative is under way. In total this will reduce our use of plastic with 1,2 tons per year. 
  • We remove plastic packaging on Tools in 2019 = over 10,000 plastic bags/year.


2)    Phase out fluorocarbons completely before 2021:

  • In our waterproofing of technical clothing and waders or in other products. 
  • We switch to totally fluorocarbon-free DWR on Kaitum, Laxa waist-, Inwater- and Hatch waders during 2019. The remaining products will follow as soon as possible, but by 2021 at the latest. 


3)    Use more recycled, environmentally certified materials and fabrics: 

  • We focus on minimizing micro plastics throughout our business. 
  • Phase out harmful plasticizers (PVC) in our products by always asking for and sourcing the best available and sustainable options.
  • When developing new products, we focus on making them "Green" from the start.


4)    Minimizing airfreight vs shipping in the logistics chain will positively affect and reduce our total CO2 emissions.

We at Guideline and fly anglers around the world has a responsibility to help protecting the existence of beautiful healthy eco systems that are crucial to strong fish stocks and the long-term future of our passion. We share a common duty to transfer our values and care for nature to the next-generation fly-anglers. We want to inspire an active outdoor life - preferably with a fly rod in hand - like the proud fly-fishers that we are.


Tight lines

Thomas Carlsson, MD Guideline