Toni Karuvaara started on July 1 in the new position of fish team leader at Patagonia Europe. His job will be to turn Patagonia into the number one specialist supplier of high-quality fly fishing clothing in Europe. Fly fishing is said to be a true passion for Karuvaara, who has been Patagonia's sole agent in his native Finland since 2011. Some of Patagonia's garments have won Efftex awards at the eponymous European fishing tackle shows.