Lunker City is an American brand that literally revolutionised soft plastic lure fishing. Founded by Herb Reed in the 1980s, Lunker City entered sport fishing legend with the invention of the Slug-Go, an unweighted soft plastic lure whose erratic and natural movement transformed the approach to bass fishing and predator angling worldwide. Distributed in France by Flashmer, Lunker City remains the absolute reference for finesse fishing and innovative soft plastic lures.

Before the Slug-Go, soft plastics were primarily worm or creature imitations. Herb Reed had the brilliant idea of designing an elongated baitfish-shaped lure with no internal armature or weighting, whose natural buoyancy and plastic flexibility created a unique and unpredictable swimming action. The Slug-Go swims, drifts, dives, and rises completely at random, perfectly imitating a dying baitfish — the dream bait for any predator.

In the same spirit, Lunker City developed the Fin-S Fish, another iconic soft plastic imitating small forage fish with stunning realism. These two creations laid the foundations of modern finesse fishing, a subtle, lightweight fishing philosophy that uses slender lures, light rigs, and gentle presentations to seduce reluctant fish.

The Lunker City Legacy

• Inventor of the Slug-Go: the first great unweighted soft plastic lure, a revolution in bass fishing during the 1980s.
• Herb Reed, visionary: a founder whose innovation redefined predator fishing around the world.
• Fin-S Fish: ultra-realistic forage fish imitation, a finesse fishing reference.
• Finesse fishing pioneer: lures designed to seduce wary fish with subtlety and naturalism.
• Flashmer distribution: available in France via the Flashmer network, bringing the best of American innovation to European anglers.

Lunker City is above all a philosophy: observing nature, understanding predator behaviour, and translating that knowledge into concrete and effective lure innovations. For predator anglers who want to fish more subtly and trigger bites where others fail, Lunker City is an indispensable reference. Available at authorised Flashmer dealers across France.