Fishing, your way – the story behind Angle Tee
Angle Tee is a New Zealand-made fishing apparel brand creating design-led men’s and women’s fishing t-shirts and hoodies, made to order right here in Auckland. Fishing means something different to everyone, and the gear you wear should reflect that.
Kia ora, I’m Rob
I’m Rob Holloway, the guy behind Angle Tee. I’m obsessed with fishing – properly obsessed (this is starting to sound like an addiction meeting intro). I’m also a professional designer with 35 years’ experience. Originally from the UK, I’ve been living and working in Auckland for the past 24 years.
Fishing’s been part of my life since I was about five, taught by my dad – a familiar story for a lot of Kiwi anglers. For me, it’s everything: the challenge, the anticipation, constantly learning, being out in nature, and catching a few good fish along the way.
From UK rivers to NZ waters
I grew up fly fishing rivers, coarse fishing rivers and canals, and doing a bit of land-based sea fishing in the UK.
Moving to New Zealand was like starting again – new species, new techniques, new rules, new everything. At first I fished land-based off rocks and wharves, often with my two young kids in tow.
A few early NZ fishing memories stand out:
Waiheke Island
My first NZ small boat trip 1997. Two hundred metres offshore, simple rigs, pilchards, and we hit our snapper limit in about 90 minutes. That’s when I realised just how special NZ fishing is.
Port Waikato
Land based with whānau using surfcasters on the outgoing tide. Instant hits, kahawai and trevally and lots of snags.
Army Bay, Whangaparāoa
Autumn rock fishing with my kids. Snapper, big kahawai, and a john dory. One of those sessions you don’t forget.
Little Barrier
My first time jigging for kingfish. The drop, the lift, the hit — unreal. I was seasick as anything, but absolutely worth it.
These days I’m a regular kayak fisho too:
Where Angle Tee came from
Since 2009, I’ve run my own design business, Angle Ltd, where I’m still Creative Director. After years helping other brands succeed, I decided in 2025 to build something of my own – combining design with my other obsession: fishing. Angle Tee was born, an extension of the Angle name.
I partnered with a local Auckland printer using Direct to Garment (DTG) printing on AS Colour garments – high quality, efficient, and perfect for a made-to-order model. I design it, upload it, and when someone orders, it’s printed, packed and shipped.
From sketch design ideas to the finished item:
The Angle Tee design process:
What makes Angle Tee different?
Fishing apparel is a crowded space, but Angle Tee does a few things differently:
Designed by a fisho
Not by marketers.
Real fishing knowledge behind every design.
Made your way
Choose your design, garment, colour and size. “Make it yours.”
Printed in NZ
Using quality AS Colour garmets, another proud
NZ brand.
No mass production
We only make what
fishos want to wear.
Everything on the site is effectively virtual stock. You pick what you want, and it gets made for you – no minimum orders, no piles of unsold gear in a warehouse. That’s where “Fishing, your way” comes from.
Not another cartoon marlin
Most fishing apparel falls into a few familiar buckets: big brand logos, fishing clichés, cartoon-style graphics, or designs that look like a heavy metal tour tee. Nothing wrong with any of that – but Angle Tee is design-led instead. Some pieces are completely logo-free, letting the idea do the talking. Others have a subtle “by Angle Tee” worked in, almost like a signature on a painting.
A good logo-free example is the Fish/Hooks design – two hooks forming the shape of a fish. Simple, clean, and instantly recognisable to anyone who knows. The idea started when I made a piece of framed art in 2022 for a good friend’s 50th.
“Simple, clever, and had to be designed by a fisherman.”
Rob Johnson @Born to Fish
Te Reo Māori Lino Cut Series
Created with input from my co-director (Ngāti Rangitihi).
“Just got the tee! So stoked.”
Liam @Hookin’ It
Snapper Zones
SNA1, 2, 3, 7 and 8, based on NZ’s fishery management zones. Pick the one that matches where you fish.
“SNA1 defs stands out for us – that’s where we cut our teeth fishing.”
Jack Maddren @nz.fish
Fishfinder Birds – Gannets smashing into workups, because the original fishfinder isn’t electronic. For those who watch the birds, not just the screen.
Design-led, not brand-led
There are nearly half a million anglers across Aotearoa, saltwater and freshwater, north to south. Angle Tee is for those early starts, post-fish beers, and everything in between – wherever you fish in New Zealand.
It's built on a simple idea:
Designer + Fisho + NZ Made + Custom
If that resonates, you'll probably get it. Fishing means something different to everyone. This is just one way of wearing it.
Find the full range on the Shop page, and follow along on Instagram and Facebook for new drops and updates.
FAQ
» Who is behind Angle Tee?
Angle Tee was founded by Rob Holloway, a professional designer of 35 years and a lifelong angler based in Auckland, New Zealand.
» How is Angle Tee apparel made?
Every piece is Direct to Garment (DTG) printed to order on AS Colour garments through a local Auckland printer – no mass production, no minimum orders.
» When was Angle Tee launched?
Angle Tee launched in January 2026.
» Is Angle Tee affiliated with Angle Ltd?
Yes – Rob Holloway has run design business Angle Ltd since 2009 and remains its Creative Director. Angle Tee is a natural extension of that design background, combined with his lifelong passion for fishing.
