About
Wavy Label makes polarized fishing sunglasses tuned for the water you actually fish — stained, low-light Midwest lakes — starting at $60, backed by a lifetime warranty. See into the water. #WAVYLIFE.
Our story
Wavy Label started in 2019 in Baxter, Minnesota — fishing country — with one frustration: you either paid $250 for sunglasses you were scared to lose over the side, or you bought gas-station "polarized" glasses that faked it and scratched in a week. Neither was built for the way we actually fish: off-color water, low light at dawn and dusk, sight-fishing crappie over brush and walleye on the break.
So founder Justin Heitkamp built one. We make a small lineup, exceptionally well — and we field-test it on real Midwest lakes, not in a marketing studio.
What we make
- The Spawn (amber) — freshwater sight fishing for crappie, walleye, panfish, and bass; built for stained, tannic, low-light water and ice. Freshwater guide →
- The Papi (smoked) — bright, open water: saltwater, inshore, and all-day boating. Saltwater guide →
Both use genuine TAC 9-layer polarization and 100% UVA/UVB (UV400) protection, in a light ~28g wrap, and both come as $60 polycarbonate or $120 premium glass.
What we believe
- See into the water. The right lens isn't about looking cool — it's about reading contrast, structure, and fish. We tune amber for low-light freshwater and smoked for bright open water on purpose.
- You shouldn't have to baby your sunglasses. Our lifetime warranty makes a scratched lens a $30 flat replacement, for the life of the frame — so you can fish hard without flinching.
- No logo tax. The lens science the premium brands charge $250 for doesn't cost $250 to make. We pass that on.
#WAVYLIFE
Wavy is built around a community of real anglers — tournament crews, weekend crappie hunters, ice fishermen, and inshore guides — who put these lenses on the water every day and tag #WAVYLIFE. If you fish, you're one of us.
Freshwater guide → · Saltwater guide → · Our lifetime warranty →
Questions? support@wavylabel.com