Westin

Ingvar Westin, a renowned toolmaker from north of Stockholm, triggered a revolution in the fishing industry. It all started with a simple act: creating a toy for his children. Ingvar carved a wooden fish that mimicked the swimming of a real fish, thereby developing the "Westin Roll". His invention quickly gained popularity in Skutskär, a small town obsessed with fishing, located between the Baltic Sea and the Dalalven River. Local fishermen soon noticed that large pikes were attracted to this toy, wishing to use it as a lure with hooks.

Demand for this lure, named "Jätte" (meaning "giant" in Swedish), skyrocketed, turning Ingvar from a toolmaker into a lure manufacturer. What started as a side project became a thriving business. The reputation of the Jätte was cemented in 1977, when a 45lbs pike was caught using this lure, making it the go-to lure for large Scandinavian pikes.

Since then, the Westin Jätte has continued to deceive the biggest Swedish pikes. What began in 1952 as a child's toy is today a renowned brand in the fishing industry. Westin now offers a wide range of lures, rods, and fishing equipment, all crafted with the same passion for perfection as Ingvar Westin's original lure, catering to anglers seeking to catch big fish worldwide.