Luhr Jensen — Oregon's Tackle and Lure Heritage
Luhr Jensen Sr. established his company in 1932 in Hood River, Oregon. An active angler, he began by crafting his first spoon in a home workshop for his own use. By 1934, his sons joined the production, and over several decades, the business expanded into an enterprise with 300 employees. In addition to fishing tackle, the company also operated a business selling smokers.
The catalog included a diverse range of spoons designed for various techniques and species. Among these was the Krocodile, introduced in the 1950s, which served for casting, trolling, and jigging. Other spoon designs included the Hus-Lure, a thin spoon with a distinct bend for trout and salmon, and the Loco, characterized by its wide action. The Lil' Kroc, also known as the Krocodile Stubby, featured a thickened profile, while the Alpena Diamond utilized diamond-patterned embossing to produce flash. For deeper presentations, the Needlefish offered a slender profile, and the Crippled Herring was designed as a slab spoon to imitate baitfish during vertical jigging or casting.
Developments in trolling and depth control were significant components of the brand's output. Luhr Jensen acquired the rights to the Dave Davis Spinner series of trolling flashers. They also introduced the Dipsy Diver, a directional diving plane that allowed anglers to control both the depth and the lateral path of the lure relative to the boat.
The company produced various plugs and specialized lures for river and lake fishing. The Kwikfish was designed with a wide-amplitude wobble that maintained stability in strong currents. For river drifting and salmonid trolling, the Hot Shot provided a high-frequency action, while the Hot Lips featured a lip design intended for rapid descent to specific depths.
The lineup also featured inline spinners and specialized hardware. The Shyster was engineered to reduce line twist, and the Hot Tail was designed for visibility in low-light conditions. Following the death of Luhr Jensen Sr. in 1973, the business was led by Phil Jensen until its sale to Rapala in 2006. While the brand continued under new ownership, a portion of the original product range was discontinued.
