Smokey Bear: Fashion’s Latest Style Icon

OVER THE LAST 119 years, outdoor-gear brand Filson has been a go-to for fishermen, hunters, hikers—and businessmen with rugged aspirations; its bags have become a ubiquitous sight in the wilds of New York’s subways. One reason for that fealty is rigorous field tests, said Alex Carleton, the Seattle company’s creative director. When he was brought on two years ago, he spent a few months hiking through Yellowstone, fly-fishing on the Skagit and mountaineering in Denali, all the while ruminating on what the Filson faithful might need next.

Along the way, Mr. Carleton gained a new appreciation for the sibling government agencies, the National Park Service and the U.S. Forest Service—and discovered that Filson had a longtime relationship with the latter, having provided it with uniforms from the 1940s to the ’70s. While touring the Pacific Northwest, Mr. Carleton kept seeing iconic Smokey Bear signs (“Only YOU can prevent forest fires”), which sparked a special collection in partnership with the U.S.F.S. using the wisdom-dispensing bear.

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The nostalgic wares are especially timely with the centennial of the N.P.S. coming up on August 25. The collection, which launched last week, includes items like a Pendleton blanket emblazoned with Smokey’s face. The stand out piece (collectability alert) is an updated version of Filson’s Mackinaw Field watch with imagery of Smokey atop his slogan. It comes with six “vintage” Smokey postcards and a bandanna printed with fire-safety tips, among other things. Only 1,000 numbered watches will be released. In truth, only 999 are for sale; Mr. Carleton has already claimed one for himself.