ECOGEAR is located in Saitama, eastern part of Japan, Ecogear is a sister brand of Nories, While Nories focuses on creating highest end lures and rods, Ecogear's focus is to provide reasonably priced products for mass market. Ecogear manufactures hard lures, soft lures, terminal tackles, accessories and also several patented flavoring products. Ecogear is one of the most popular fishing brands in Japan and respected by both freshwater and saltwater communities.