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True South Custom Lures

Since its establishment in 2008, TrueSouth has remained devoted to the creation of top-quality bass fishing lures tailored to anglers of all levels, from novices to seasoned professionals. Boasting over 35 years of combined experience in bass fishing, the team's profound passion for angling propels them to design lures distinguished by their quality and effectiveness.

Every custom lure is meticulously handcrafted at TrueSouth's workshop situated in the heart of North Carolina, USA. The team takes immense pride in the artistry and precision invested in each individual lure. Their dedication to producing superior fishing gear is equaled only by their commitment to furnishing anglers with the essential tools for crafting unforgettable fishing experiences.

At TrueSouth, inspiration is drawn from the memories forged by customers while utilizing their products. The brand is built upon the foundation of success stories, thrilling catches, and cherished moments on the water created by its customers. The satisfaction and joy experienced by anglers fuel TrueSouth's unwavering passion for continuous improvement and innovation.

TrueSouth considers it an honor to be part of each customer's fishing journey, and their commitment extends to delivering the finest custom lures for angling success. The brand expresses gratitude to its supporters for their ongoing support.

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