 So then he goes on to talk about, I had no idea that this trend existed. It's how out of the loop I am. But it says, Jesse Alvarado doesn't fish or hunt, and he wouldn't describe himself as an outdoorsy person, but on many mornings, Mr. Alvarado, 25, a restaurant worker in Los Angeles, plops a Bass Pro Shops trucker hat on his head. The mesh-backed cap flashes the name and open-mouthed fish logo of the 49-year-old outdoor retailer, which is best known for selling reels and duck decoys. To Mr. Alvarado, it's just a good-looking hat. It's a simple design, he said, like you can throw it on with anything.