I had a customer come in one day and tell me that when he was a kid his dad had one of these (he looked to be about 40). He said his dad still uses it every time they fish. 

The Sub is a compact, soft-sided boat chest that protects, hauls and organizes vital gear. Reels, fly boxes, phone, flares or lunch all reside safely within its protective custody when water-borne chaos rains down.

Features include:

• Durable, waterproof, coated nylon exterior repels water; pliable, resilient high-density foam main compartment gives bag shape and protects contents
• Patented molded top and bottom pan repels standing water and grips slippery surfaces; transparent floating interior panel (on the inside lid) has zippered pockets on both sides
• Foam divider (with hook-and-loop attachments) can be arranged in any configuration
• One interior, zippered, transparent, removable end pocket
• Strap attachments and seams are welded to eliminate leakage
• Highly water-resistant zipper with t-grip
• Single, adjustable, removable, padded shoulder strap
• 2 lb 14 oz