23rd July, 2026. Outdoor retailer BCF, with creative company Thinkerbell is launching a winter initiative that turns the unique Aussie popularity of fishing shirts into a functional, water-resistant solution for all conditions.
Leaning into the brand platform, a bit of good ol’ ‘BCFing Fun’, and the explosive growth of #fishtok, they have created the world-first full-body, condition-proof Fisho’s Onesie, deliberately turning extreme fisho fashion into the ultimate winter survival kit.
Winter traditionally sees a sharp seasonal shift in consumer behaviour, where dropping temperatures typically sees rods packed away and popular colourful fishing shirts replaced by heavy jackets. But not this year.
To prove the suit can withstand the country’s harshest elements, AFL star and lifelong fanatical fisho, Jeremy Cameron, tested the product in freezing conditions on Victoria’s icy waters.
Luke Feddema, Head of Marketing at BCF, said: “TikTok and social media in general has taken fishing to the next level. It’s not just a holiday activity with the family; it’s become an obsession for young Aussies who fish every moment they can, and watch fishing videos
every moment they can’t. We’ve seen this boom translate directly into sales, with over half a million lures sold in winter alone.
“When it comes to clothing choices, however, we know the brutal winter elements – particularly down south – means fishing shirts are often left at home this time of year, so we’re excited to reveal the Fisho’s Onesie, which bridges that gap. It leans into our customer favourite BCFing Fun fishing shirts, while delivering the warmth and protection from the elements to help keep Fishos comfortable at this time of year.”
The limited-edition drop features several functional, highly technical absurdities designed for cold-weather utility, including built-in “ventilation gills”, an adjustable stubby holder, a “this big” arm tape measure, and a 180-degree “Fly-Fly” zip for convenience in the bush.
Garret Fitzgerald, Executive Creative Tinker at Thinkerbell, said, “The Fisho’s Onesie is equal parts ridiculous, fun, and highly technical. By anchoring the idea in both seasonal and product truths, we’ve created a piece of entertainment that stretches seamlessly from TikTok feeds to mainstream newsdesks.”
The campaign will roll out across BCF-owned social, influencer and meme pages, lifestyle and sports press, driving fishos to sign up for a chance to secure their own Fisho’s Onesie at the dedicated page: https://www.bcf.com.au/fishos-onesie.
