Soul River shares the experience and lifestyle from the water and gracefully transfers it into urban lifestyle. From an angling support, we are thankful to connect with a high-quality, relational brand like LOOP, providing opportunities to connect the gaps from the industry we passionately partner in to the daily lifestyle we share with our communities. LOOP designs, develops, and manages every manufacturing process of their gear themselves. All LOOP products are built to last and function even in nature’s toughest conditions season after season. Experience, enthusiasm, and an unbreakable will has led the LOOP brand to be the best in industry products. Though the brand started out as merely a dream, for over twenty years they have managed to become the leader in the fly fishing industry. Today that dream is evolved into an internationally known company focused on delivering dreams through their products. Soul River is thankful to be a part of LOOP in furthering their dream. Soul River, locally-owned in Portland, Oregon, is humbled and proud to house the LOOP gear in the retail space We are excited to have them on-board with the movement to give back to the community, specifically focused on inner city youth and veterans. Just as Soul River does, LOOP gives back ten percent of sales that happen in the Soul River retail space to New Currents, Outdoors (NCO), which provides opportunities for inner city youth and veterans to reconnect with Mother Nature through fly fishing. We are proud to align ourselves with LOOP and honored to walk this path with them, upholding their vision and focus in the industry and beyond. If you’re in Portland, or simply driving through, stop by and see the LOOP line up! We challenge you to try out one of these rods – cast it and you will see, it will not be your last cast (or touch) of LOOP gear. LOOP is all about quality and giving back and we enthusiastically welcome LOOP to the Soul River experience. Listen to the words of LOOP founder Christer Sjöberg The new LOOP Cross S1 fly rod series is the single most important revolution to occur in fly fishing since LOOP introduced the large arbor reel over 20 years ago. It’s that big. Tight Lines, Chad B.