Fortis is an innovative brand established by Darran Goulder in the angling industry, originating from a desire to fill a market gap. The brand name, inspired by the Latin term for 'brave', underscores the ethos of boldness. Originally involved in creating iPhone apps for anglers, the founders transitioned to fashionable fishing eyewear, inspired by a casual remark about outdated polaroid glasses. This pivot proved fortuitous, opening a niche yet promising market avenue. Today, Fortis's expansion into clothing and accessories continues organically, driven by their innovative spirit and knowledge of the angling world.