The campaign film, shot on 16mm film, follows Tennessee blacksmith Liam Hoffman as he shapes raw steel into the iconic fire-suppression tool. This focus on craftsmanship mirrors the collection's aesthetic, which draws from classic workwear and firefighting heritage. Pieces ranging from $36 to $225 include hoodies, tees, and a quilt-lined ranch jacket adorned with graphics inspired by life on the fire line.
In section Releases
Seager Co. and Coors Banquet Launch Third Firefighter Relief Collection
A custom-forged Pulaski axe rests at the center of the third annual Protect Our Protectors collection, a collaboration between Seager Co. and Coors Banquet. The partnership honors wildland firefighters through a new apparel line, with six percent of all sales directed to the Wildland Firefighter Foundation to support families and injured responders.
Beyond product sales, the initiative includes a $250,000 donation from Coors Banquet to bolster the foundation’s outreach. Mattson Smith, co-CEO of Seager, described the collaboration as a tribute to those who run toward danger, emphasizing the brand's commitment to sustaining the tradition for a third consecutive year. The apparel is currently available via the Seager website while supplies last.
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