Nicole Labrie fly fishing in Aysen in March. In an interview with Patagon Journal, Nicole Labrie, Patagonia's global product line manager for fly fishing, tells us how the brand is redefining the industry with a radically sustainable approach.
By Luis Goycoolea U.
Photos by James Alfaro
Few places in the world feel as connected to fishing as Coyhaique, in the heart of Chile’s Aysén Region. And perhaps there’s no better person to talk about the subject than Nicole Labrie, Patagonia’s global fly fishing manager. Sitting at Pasarela Lodge, with the Simpson River flowing in the background during Patagonia’s annual Fish Camp —an event that brings together suppliers, friends, and industry leaders in Chile— Nicole shares how she got into fishing, the development of her teams, and how Patagonia has fueled innovation in a sport that continues to grow worldwide.
GOYCOOLEA: How did you start working at Patagonia and get involved in the fishing world?
LABRIE: I started in the industry working for Sage Fly Rods, a company that manages three of the most recognized fly fishing brands: Sage, Redington, and Rio. I got into this world during college in Portland, Oregon. I used to spend weekends fishing with friends on the Deschutes River. Since discovering that place, I was hooked.
I’m originally from Washington, where we also fish for steelhead. I moved back to be closer to my family and started working at Sage. On weekends, we would go to the Olympic Peninsula to cast two-handed rods in rivers like the Deschutes. That’s where I truly fell in love with fly fishing. Later I moved to California to join Patagonia —which had always been my dream— to work at a company aligned with my values and with a real conservation mission.
When did Patagonia start making waders?
We started in the mid-90s, around 1994. It was an idea pushed by our founder, Yvon Chouinard, a passionate fly fisherman who wanted to bring his love for rivers, wild fish, and remote places to the core of the brand. Since then, we’ve evolved year after year. Especially in the last ten years, we’ve significantly improved the quality and technical performance of our waders by working very closely with the quality team.
Photos from Patagonia's Fish Camp event last month in the Aysen region of Chilean Patagonia. 
The Fish Camp, held March 24-26, included fishing trips to the Simpson and Ñirehuao rivers."We never assume we know everything. We listen closely to the community, our field testers, and ambassadors. We have a team of over 30 testers around the world."
What makes a wader truly good?
The most important thing is that it keeps you dry and is comfortable. Patagonia’s waders are designed to withstand wear and tear — rubbing against branches, sun, water, mud… It’s probably the most technical product we make. We use high-denier, highly abrasion-resistant materials. Durability is key.
How is Patagonia’s sustainable approach applied to waders?
It all starts with materials. Our current line is made with 100% recycled polyester. Also, starting in 2025, all our waders will be completely PFAS-free — those so-called 'forever chemicals' that are highly toxic and present in many water-repellent products. We wanted to eliminate them completely from the manufacturing process and materials because they affect soil, water, and have even been found in human blood. It was a technical challenge, but we made it.
And how do these products come to life?
Always from a beginner’s mindset. We never assume we know everything. We listen closely to the community, our field testers, and ambassadors. We have a team of over 30 testers around the world — North America, Europe, South America. Once we have a concept, it goes through rigorous lab testing — pressure, abrasion, waterproofing — and then into the field. Nothing goes to market without passing both filters.
Do you have specific examples of improvements thanks to that feedback?
Yes, many. A clear one was with the wader booties. We were told they were very hard to take off after a long day of fishing. So, we completely redesigned the bootie circumference and also what we call the “back long,” the junction between the back and the upper part. Now they’re much easier to remove. When we launched the Swift Current line in 2020, quality complaints dropped by 22%. That confirmed we were on the right track.
"The focus will be on finding more sustainable materials and completely eliminating toxic chemicals."
Patagonia promotes the idea of repairing rather than replacing. How does that influence your product design?
A lot. Every wader comes with a repair kit that includes Aquaseal and Tenacious patches so you can do simple fixes at home. But if you can’t, we have our repair center in Reno, Nevada, which has been operating for over 30 years. There we have a team specialized solely in waders — they fix seams, change booties, apply technical patches. If you need a bigger bootie, they’ll swap it for you. And there is also the repair center that we opened in the Patagonia store in Coyhaique – there we have a team that specializes in waders. We want to change consumer mentality: repair is part of the experience, not the end of the product’s life.
What’s new with the latest wader line?
We launched it in 2020, and now we have two families: Expedition and Traverse. Expeditions are heavier, designed for cold climates and tough conditions, made with 9.5 oz fabric, thermal pockets, and cross-back suspenders. Traverse are lighter, 5.6 oz, ideal for long hikes, mild climates, and maximum mobility. Also, all new materials are PFAS-free and lighter, without sacrificing durability.
What Patagonia fishing product do you think everyone should have?
The Forra wading boots we developed with Italian brand Fitwell. They’re handmade, super lightweight, don’t retain water, don’t need drainage, and are very comfortable. The only ones I use. They have Cordura uppers and Vibram soles. A perfect example of how design, performance, and sustainability can coexist.
How do you imagine the evolution of Patagonia’s fishing products over the next five to ten years?
The focus will be on finding more sustainable materials and completely eliminating toxic chemicals like neoprene. We’ve already replaced it in other products with yulex, and we’re now looking for something just as thermal and waterproof for waders. We want to keep anglers warm, dry, and reassured that they’re using products that don’t harm the rivers they love so much.
