The Rise and Evolution of Custom Plug Design in Striped Bass Fishing

Custom plugs are a mainstay of striped bass fishing here in the Northeast. Talented makers from across the region create effective and beautiful custom lures that are treasured by surfcasters and collectors alike. Pikies, Darters, Swimmers, and Needlefish are just some of the unique designs that we enjoy as surfcasters. Many new anglers are shocked to find out that many of these designs originated over 100 years ago and were staples in the freshwater world until the rise of mass produced plastic alternatives in the second half of the 20th century. Brands like Heddon and Creek Chub pioneered the design of wood lures, setting the standard for modern lure quality and effectiveness while creating some of the best lures for bass and other predatory species. These designs still exist in our surfcasting community, and they offer an amazing alternative to the world of mass production and plastic that we have become accustomed to.

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The story of modern wooden plugs really begins just before the turn of the 20th century. Legend has it that James Heddon, one of the fathers of modern lure-making, sat on the shore of a pond whittling a “plug” of wood in the late 1890s. After tossing it into the water, he watched as a largemouth bass engulfed the inanimate object. A chance interaction that would shape the future of sportfishing and lure design in the coming century. James quickly got to work, carving a series of eight original wooden frogs. These quickly evolved into more refined models like the Slopenose and the Dowagiac Minnow, named after his hometown in southern Michigan. These early creations set the tone for lure-making, combining both functionality and artistry that still resonates today.

One of James Heddon's Eight Original Carved Frogs

James Heddon’s philosophy was as bold as his designs. When asked about the gaudy, impressionistic shapes of his lures, James stated in his first catalog, “When angling for bass or any other surface-feeding game fish, nothing is gained by making the bait to resemble any living thing. The Black Bass is primarily a fighter and secondarily, a feeder; therefore that lure which excites his belligerency rather than his appetite is best calculated to place in the creel.” This philosophy challenged conventional thinking and proved revolutionary. Instead of mimicking natural prey, Heddon’s designs focused on triggering the aggressive instincts of predatory fish, a principle that remains foundational in lure design today.

Heddon “Dowagiac” Perfect Casting Bait Patent - Circa 1902

Around the same time, another innovation was brewing. Henry Dills, a visionary in his own right, submitted a patent in 1915 for a metal lip fixed to the front of the lure. This ingenious addition created a unique wiggling action not seen before in wooden plugs. Dills’ breakthrough led to the founding of the Creek Chub Bait Company in 1916, a name that would become synonymous with innovation and quality. Creek Chub’s first “metal lip” lure, known as The Wiggler, set the stage for a new era of lure-making. The Wiggler’s action proved irresistible to fish, and its success inspired a line of groundbreaking designs, including the legendary Pikie and the Darter. These lures, with their lifelike swimming motions, cemented themselves as some of the best lures for bass and other predators in both fresh and saltwater environments.

The enduring influence of Heddon and Creek Chub cannot be overstated. Although these companies are now shadows of their former selves, their innovations and designs persist in our custom lure market. Modern makers take inspiration from these early pioneers, incorporating their proven features while adding personal touches and advancements in materials. The artistry and craftsmanship of custom lure makers today are a testament to the timeless appeal of wooden plugs.

Famous "Pikie Minnow" Shown in a 1931 Creek Chub Baits Catalog

Despite the ubiquity of these lures, plugs were primarily designed for freshwater fishing and lacked the durability required for saltwater fishing. This all changed in the fall of 1944 when Bob Pond, fishing on the Cape Cod Canal, discovered the potential of surface plugs after salvaging an old Creek Chub lure from the water. Inspired by its success, Pond began crafting his own lures from wooden curtain rods, improving on the design to withstand the rigors of saltwater fishing. By 1945, Pond’s innovations had culminated in the Striper Atom, a plug specifically designed for striped bass. Named after the atomic bomb, the Striper Atom featured all the effectiveness of the tried and true freshwater plugs but now with saltwater grade durability. Initially sold out of the trunk of his car, the Striper Atom quickly gained popularity among surfcasters. Over the years, Pond continued to refine his designs, introducing durable plastic models like the P40 and experimenting with new features such as reverse rigging for enhanced casting distance.

Other pioneers like Stan Gibbs helped shape the evolution of saltwater plugs. In the late 1940s, Gibbs also began crafting wooden lures designed for the striper highway we call the Cape Cod Canal. Gibbs’ emphasis on creating versatile, high-quality plugs like the Needlefish and Pencil Popper expanded the range of available lures and helped cement the idea of saltwater grade striper plugs. The success of these two lure makers established a dedicated market for striped bass plugs and inspired a generation of passionate lure makers to develop specialized designs for the species.

This passion still persists today amongst a network of incredible makers that share the same vision as the plug pioneers over a century ago. In today’s world of mass production and plastic alternatives, the success and growth of the custom wooden plug market speaks volumes. It’s a return to authenticity, to the roots of angling, and to the belief that the best tools are crafted with care and purpose. Whether you’re a seasoned surfcaster or a newcomer to the sport, there’s something special about holding a handcrafted lure, knowing it carries with it over a century of history and ingenuity. From James Heddon’s humble whittling on a pond’s edge, to Bob Pond’s innovative creations along the Cape Cod Canal, and now to the thriving network of custom plug makers - the story of custom plugs is one of devotion and an unyielding connection to the fish and waters we cherish.

What makes these custom plugs so special is not just their effectiveness but also the individual makers behind them. Each unique plug tells a story, a blend of tradition and innovation that carries the legacy of the past while pushing the boundaries of what’s possible. For surfcasters in the Northeast, these lures are more than just tools; they are symbols of a shared heritage, connecting generations of anglers to the waters and fish they love. These exact feelings are what Angler’s Marketplace is built on. It’s a community that celebrates craftsmanship and allows makers to get more of their amazing creations in the hand of other obsessed anglers.