About Us

About Us

Our Story – From a Simple Joke to a Brand for Fishing People

Hi there 👋 Welcome to WhatIsTheFish™ — a brand created for people who love fishing, enjoy humor, and appreciate simple, well-made everyday apparel.

How It All Started

If you’ve ever gone fishing, you know the feeling. Waiting. Watching. Casting again. And asking yourself the same question every angler asks: “What is the fish?”

That simple moment — part frustration, part humor — became the idea behind WhatIsTheFish™. We didn’t start with a big business plan. We started with a mindset: fishing isn’t just a hobby — it’s a lifestyle, a mindset, and sometimes… a joke you only understand if you’ve been there.

A Brand Built for Real People

WhatIsTheFish™ isn’t about flashy trends or loud designs. It’s about clean graphics, relatable humor, and designs that feel right — whether you’re on the water, at home, or out with friends.

Our products are made for people who:

  • Love fishing (freshwater or saltwater)

  • Appreciate simple, bold designs

  • Prefer comfort and durability over hype

  • Don’t need to explain the joke — because other anglers already get it

Each design is created with balance in mind: not quá ồn ào, không quá nhàm chán — vừa đủ (just right).

Why WhatIsTheFish™?

We know there are plenty of fishing shirts out there. Here’s what makes us different:

  • Angler-first designs: Created by people who actually understand fishing culture.

  • Timeless style: Designs that still make sense years from now.

  • Comfort you can rely on: Made for everyday wear, not just photos.

  • Simple humor: Subtle, smart, and never forced.

What Drives Us

Fishing teaches patience, focus, and humility. Those values guide everything we do. We care about: Thoughtful design, Honest pricing, Clear communication, and Long-term trust. We may be a small team, but we take pride in doing things the right way. WhatIsTheFish™ is a brand owned and operated by LUMENWOOD LLC, a registered business based in Albuquerque, New Mexico, USA.

While our creative heart is in the US, our products are crafted with high-quality standards in Vietnam before being delivered directly to your door. This allows us to maintain the perfect balance between quality and honest pricing.

The Community Comes First

WhatIsTheFish™ exists because of people like you. Your feedback, your stories, and your shared love for fishing help shape every new design we release. This brand isn’t just ours — it belongs to the community that wears it.

Join the Journey

Whether you’re here for a laugh, a clean design, or something that finally feels “you” — we’re glad you found us.

Contact Information:

  • Business Address: 1209 Mountain Rd Pl NE Ste R, Albuquerque, NM 87110, United States.

  • Email: support@whatisthefish.com

  • Phone: +1 (812) 221-2673

  • Support Hours: Mon – Fri | 9:00 AM – 5:00 PM (EST)

🎣 Tight lines, The WhatIsTheFish™ Team