A couple of years back, myself and a good friend of mine (Dan Sissons) were enthusing over some custom fishing reels when it was suggested how awesome it would be to have a bright white fishing reel. It’s fair to say that the thought was most probably triggered as a result of Apple’s iPod domination of cool and the resulting trend in shiny, white sports cars, but the point was well made – we didn’t have an ultra cool, white fishing reel.