About us

About Joki.

Joki means river in Finnish.

I grew up in Sweden with Finnish roots — 
and it was on the rivers of Finland where 
I first learned to fish. Those early days 
on the water shaped everything that 
came after.

Joki Fly Fishing is a tribute to my 
mother's hometown of Sunenjoki — a small 
place in Finland built around a river. 
A place where the water runs clear and 
the fish are wild. A place that taught 
me what fishing really means.

This is not a big company. It was never 
meant to be. Joki is built around one 
simple idea — make gear we'd actually 
want to fish with ourselves. Rods, reels, 
flies and apparel built for real Nordic 
rivers. No filler. No shortcuts.

Fly fishing is not just a hobby. 
It is a way of seeing the world — 
slowly, carefully and with deep 
respect for the water and everything 
that lives in it. That is what Joki 
stands for.

The smallest fly fishing company 
in the world.

Est. Sweden.