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Sustainable fishing lures

We’ve found an innovative solution to one of the most harmful forms of ocean plastic. We recover the ghost nets from the oceans’ bottom and upcycle them into premium fishing lures.

Why? Because only in waters full of life can fishing experiences be unforgettable. All who enjoy fishing should come together and stand up for what we know is right!

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Join the movement &
Get a lure for FREE!

Claim your exclusive super early-bird freebie. Sign up below before our official Spring 2021 launch.

*Launching our own online store in Spring 2021!

ghost nets cleanup image
ghost net floating in the ocean
VMC barbless hook detail

Join us in the creation of the worlds’ 1st upcycled fishing lure &

Fishing does not need to be a net-negative for our environment. A better path is possible, and we’re proud to lead the way there. By your support, we can achieve the following:

4k lbs

of ocean plastic recovered & recycled just by getting started!


of ghost nets cleaned per 1 fishing lure on average.

*Subscribe now & get a FREE “Alternative” lure for your initial order.

What people say

See what other people, prototype testers, and supporters told about us.

Alternative has designed fishing lures made from ocean plastic. It became a “company with a cause” as the flood of plastic waste into our seas continues. Read more

Jonas, US

Cool stuff! Feels solid, extremely sharp hooks, will test them a bit later on though. Loved that it was wrapped in paper instead of plastic & that they have a rattle inside!


@visverlagen, Netherlands

Thank you again! These lures look amazing. It’s even hard to believe that they are made from recycled waste plastics! Even the paint job on them is top notch.


@sebastianb.dav, Romania

I love how the lures move in water, even when you put some weight on them to make them go deeper. Stop reeling and they will go to the side, deadly in most waters!


@sipofishing, Sweden

I’ve started this company with one simple goal – to clean up & reuse as much ocean plastic waste as we possibly can. Now, I’m thrilled to see it becoming a reality.

Viktor Fazekas

CEO, Slovak republic