KUMU Clothing

KUMU Clothing, fashion and equipment for carp fishing

KUMU Clothing is a British brand of clothing and accessories linked to the world of carp fishing. Its catalogue combines everyday wear with items specifically for the sport, under its own design identity that the company presents as a creative alternative within the angler sector.

Garments and accessories in the catalogue

The shop's offering is organised into several product families:

• T-shirts
• Hoodies and sweatshirts
• Jackets and coats
• Trousers and bottoms
• Accessories: mugs, stickers, keychains and gift vouchers
• Hookbaits
• Headwear
• Kids' collection

The site also mentions the Death Rig range and a sale section under the name Last Light Sale.

Origin and evolution of the brand

KUMU began as a personal project of Stephen May, the company's founder, who came from graphic design and audiovisual production. The brand started as a space for his photography and video work and evolved into a fashion proposal applied to the world of fishing. The launch of the Death Rig range brought it recognition and, in its first twelve months, it grew at a rate that overwhelmed its initial operational capacity: May printed part of the packaging, prepared and packed orders and managed communication channels while holding down his job.

In April 2018, Dave Marvell, a long-time friend of the founder, joined as a partner to take charge of logistics, allowing May to focus on design and creation. In October of that same year, May left his position as lead designer at a Liverpool agency to devote himself to the brand full-time. The company had originally been called On The Beaten Track (OTBT), a name inherited from its beginnings as a personal blog; after trademark issues, it adopted the name KUMU in September 2019.

Sales to individuals and retailers

The company serves both individual customers through its online shop and professional customers through a Trade Customers programme, with identified access for retailers. The site includes a local store finder (Our Stockists) and a journal with its own content.

Service and customer reviews

The website collects numerous comments from buyers highlighting the quality of the garments, the fit, the speed of delivery and the service received. Several users mention that they wear the clothing beyond fishing, as part of their everyday wardrobe, and some refer to details such as the packaging or handwritten messages included in orders.