 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. For a variety of reasons, some involve actual fishing. The hats are in demand. And then it goes, this is actually a very, very long article. I didn't realize this at first. This thing's probably like 5,000 words long, just giving examples of people wearing Bass Pro Shops hats, and none of them are fishing. So this is what the kids are doing now.