New York-based menswear brand NOAH has chosen to tackle wilderness protection and climate change with it's latest drop. Their capsule features Smokey the Bear, the character created by the U.S. Forest Service and Ad Council over 70 years ago, who is best known for his catchphrase, "Only YOU Can Prevent Forest Fires!"
The new Smokey-branded t-shirt, hoodie, and 6-panel cap — each of which come in multiple colorways — are meant to prompt greater appreciation for the outdoors, but also take on a more radical sentiment. Since the new Presidential administration has defunded the National Parks Service and National Forest Service, both organizations have claimed Smokey "a symbol of political resistance."
Check out more images of the capsule below and for more details on the drop and Smokey The Bear history, head to NOAH's website.