In fly tying, tradition runs deep, but so does innovation. From hand-forged hooks and gut leaders in the 17th century to the post-war revolution of nylon, the craft has always evolved alongside technology. Today, sustainability and ethics are reshaping our materials once again. Natural jungle cock has given way to synthetics, and even peacock herl—once a staple—is now fraught with legal and ecological challenges in certain markets.
Enter Andy’s Bugs and Creatures (ABCs), the latest leap forward from Semperfli. Behind this range is Andy Kitchener, a lifelong angler and unapologetic materials nerd, whose mission is simple: make flies that catch fish, and make tying them smarter, faster, and more sustainable.
Semperfli has a reputation for pushing boundaries. What makes the ABC range a leap forward?
We’ve always been about developing tools that help fly tyers catch more fish. ABCs are just that—another innovation. I saw 3D-printed fly parts entering the market, but noticed their stiffness limited movement and realism. So I flipped the idea: what if we started with soft materials, like synthetic suede, and built realistic, mobile components from there?
This material collapses naturally, moves like the real thing, and doesn’t spook fish. It’s about applying tech to make flies more effective. And easier to tie with, whether you’re a pro or just starting out.
So it's not just innovation for innovation's sake. This is still all about catching fish?
Absolutely. At the end of the day, we’re not making museum pieces, we’re making flies to fish. If a fish touches a fly and it doesn’t feel right, it’s gone. So everything we do—whether it’s hellgrammites, crayfish, or squid patterns—has to pass the fish test first.
For a lot of tyers, the ABCs feel like a “blank canvas.” Was that by design?
Very much so. We intentionally made them open-ended—white or neutral bases that can be customized. Sharpies, dyes, metallic pens—you can color-match to local species or create your own hybrids.
This makes it accessible and personal. Whether you're in Montana, the Bahamas, Australia, or South Africa, the same body can be adapted to your waters.
Purists might say this isn’t ‘real’ fly tying. How do you respond?
To me, flies are about matching the hatch, so look at the extremes of the ABCs, crayfish and Hellgrammites. I don’t believe there is a tying material you can use without spending hours or even days to get the realism of muscle definition in our Hellgrammite bodies or detail on a crayfish without the fly collapsing when it first hits the water. To me, ABCs are just part of the fly-tying armoury, same as foam today. Talk to Frank Sawyer or Theorore about foams they may wince. Today, materials are developing; these are just another advance in materials that match the hatch.
Look at the details in our ABCs to understand.
However, possibly as important, my grandson can tie a crayfish with ABC components, catch a fish, and be hooked for life. In my mind, that is not cheating—that’s building the next generation of fly anglers and giving a future to our sport. I hope he will tie Catskill classics when he is older, for now getting him tying and catch fish is more important.
Let’s talk about sustainability. How big a part does that play in what you do?
Sustainability isn’t just a buzzword for us—it’s a responsibility. I think a lot about the world my 8-year-old grandson will inherit. As fly fishers, we love nature, but we have to be honest: fluorocarbon, plastics, microplastics—we’re part of the problem too. Every bit of line lost, every discarded packet, it all adds up. So we’ve made conscious decisions at Semperfli to do better.
First, our materials themselves are designed to replace problematic naturals. Take jungle cock and peacock herl—beautiful, yes, but unsustainable. Jungle cock is protected, and real peacock herl is not only ecologically problematic but also a legal risk under CITES when traveling internationally. Our synthetic alternatives avoid those issues entirely.
But it goes further than that. Even our packaging is designed to be part of the solution—not just in how it’s made, but in how it can be reused. We now use a unique type of recyclable bag that doubles as a fly tying material. It's translucent, strong, and has just the right texture and shimmer to be used in patterns like surf candies or baitfish bellies.
So instead of tossing the wrapper, a thoughtful tyer can cut it up and tie it into their next fly. That’s the kind of circular thinking we’re trying to bring to the industry—rethinking every part of the product lifecycle, not just what goes on the hook.
How do you develop these materials? Is it all in-house or do you work with tyers?
We have a pro team of nearly 100 tyers around the world. They’re not just ambassadors—they’re a true R&D team. Every new material goes through them. ABCs went through at least 6–10 design revisions before we got to where we are today.
We also run an event called Fly Jam, where materials are beta-tested by the team. If something doesn’t fly—pun intended—we scrap it. I’d rather bin a costly prototype than release something that doesn’t perform. Quality is non-negotiable.
What’s coming next in the ABC range—or beyond?
The ABCs are just one line on my R&D board. We’ve got shrimps, fish bodies, sculpins, dragonfly tails, and more coming. We’ve even invested in a precision laser to push the design further.
We’re exploring fluorescent dyes for the suede to bring UV-reactive options into the mix. Think of chamois-style flies or translucent estuary prawns. And yes, we’re watching trends globally.
Sounds like there’s no slowing down. Why do you keep pushing?
Because I’m still that kid who fished with maggots at age five. Now, at 65, I’ve fished all over—from Yorkshire streams to the Barrier Reef—and I still get excited when I see a bow wave come at a fly I designed.
My mission is to inspire fly tyers—to give them tools, not rules. Whether it’s the perfect crayfish profile or a suede-bodied squid, I want people to ask: “What if I try this?” That curiosity is what drives our entire community forward.
In a craft built on centuries of tradition, Andy’s Bugs and Creatures feels like both a nod to history and a leap into the future. With materials designed to move more naturally, tie more easily, and spark more creativity, Semperfli is giving tiers not just new tools—but new possibilities.
Whether you’re reimagining a helgramite, customizing a crayfish for Midwestern bass, or tying your first fly with your kid at the kitchen table, ABCs invite you to think differently. To innovate. To match the hatch in ways that weren’t possible before. Check them out here: