deps Brand Concept

“ONLY BIG BASS” The very essence of Deps is summed up in these 3 words. You may think that’s a pretty simplistic statement for such a dynamic, talented and innovative company who are launching their range in the UK & Ireland. But, catching big fish was originally, and still is, at the very core of everything Deps produce.

Deps was formed in 1997 and was the brainchild of Japanese fisherman, Kazumasa Okumura, who continues today in his role as the President of Deps. Mr Okumura is very well known within Japanese fishing circles as the best big bass fisherman and leading expert on the entire Japanese archipelago. The focus of all activity at Deps revolves precisely around the capture of large specimens of predatory fish. Fish like Bass, Wrasse, Perch, Trout, Pike & Zander are not only extremely smart, but very suspicious of lures. It is precisely here where Deps utilise the creative design genius of Mr Okumura, coupled with his vast knowledge of these predators and a long development cycle. Just think, some of the Deps prototype lures were individually tested in the water for over 15,000 hours of fishing before reaching the production phase.

What really matters to the Deps Field Staff when testing new products is the ability to flush out predators in very difficult environments and these experiments have to give repeated results before a new product can be marketed. So, we arrive at the “pearls” produced by Deps, not a continuous conveyor belt releasing average products, but 4-5 new items per year, destined to become the reference point for people who seek big fish. Just think about the various products Deps have produced: Balisong Minnow, Silent Killer, Buzzjet, Radscale, Basirisky, Kincoo & Bcustom, to mention but a few. These lures are real legends in the Japanese scene and it is with immense pride that we present these lures, amongst many other Deps products, to the UK & Ireland.

The design of pioneering lures and rods is based on efficiency and absolute quality of production. This is derived from the testing mania of some of the major Japanese fishing guides and Deps Field Staff, who test prototypes at least 300 days a year. The following Deps have in Japan is incredible and the dedication of the company to persist in producing innovative products continues year after year. More and more lure fishermen are avid fans of Mr Okumura and his unique manner of interpreting his style of fishing via his videos and the increased readership when his face is on the cover of magazines, showing how much interest revolves around this character. The creative genius of Mr Okumura and his passion for big bass are expressed via his lures which offer something new and unusual in the bass fishing market place.

This clamour for all things Deps is quite unusual because Deps focuses its activities on designing products aimed at catching big fish and has no intention of following design fashions, competitions and influences resulting from what is selling well at that particular time. Deps releases new lures only after the bait has proven that it has had many positive results in terms of catching big bass. Deps prefer to catch fish not fishermen.

Mr Okumura is innovative because he addresses new concepts in a courageous manner, well aware that some of his lures are not always easy to use or understand, but knowing that his designs produce that extra “something” that can really help to entice fish in any given scenario. Take the Killer Compass for instance, the first bait developed to create a circular motion in the water. All the compounds used in his various baits are different because even a slight alteration may be the difference between catching or not. The Kincoo for example has a mixture of various soft materials but with a high elasticity which enables the body to vibrate in an optimal manner. The Shudder Bait is another case in point as it is completely salt free to ensure lower sinking depths and a better swimming action on a steady retrieve. Each choice is evaluated carefully in terms of stimulating the attention of large predators.

We are also pleased to present the Sidewinder series of rods which are always built with the concept in mind of being the best for catching big bass. In fact, the world record fresh water bass which was caught in 2009 by Manabu Kurita (77 years after the record was set in Georgia, America) was caught on Lake Biwa in Japan on a Deps Sidewinder rod. High modulus carbon with a thickness and light weight feel that exceeds standards for robustness with Fuji Sic Titanium guides.