 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 mouth fish logo of the 49 year old outdoor retailer, which is best known for selling reels and duck decoys. Mr. Alvarado, it's just a good looking hat. It's a simple design, he said, like you can throw it on with anything.