In 1948 Lew Morrison started Silver Horde manufacturing a 7 inch plug used for commercial fishing. The success of his business came from an attention to quality. Lew and Gladys, our founders, would always say “listen to the fishermen and deliver what they need”. We still use the same philosophy today to deliver top quality products designed for and inspired by anglers. Today we embrace the fishing fleets of the Pacific and fishermen across the United States and Canada and even into Europe. We hope you enjoy our lures.