Seager Co. and Coors Banquet Launch Third Firefighter Relief Collection

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.

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.