On a warm Michigan Wednesday in August of 1965, Ford introduced its original SUV, the Bronco. Inspired by a new wave of Americans journeying into the backcountry, the engineers at Ford produced a vehicle rugged enough for off-road travel with the capability to cruise at highway speeds without giving passengers a beating with wind and road noise. The iconic Bronco cut a trail into the great outdoors that would be followed by generations to come.
Today, Ford and Filson honor that legacy.
Bronco, the Built Wild SUV reintroduced by Ford for 2021, partnered with Filson to unveil a one-of-a-kind concept vehicle to celebrate wildland firefighters and to support the National Forest Foundation (NFF) and their outdoor conservation efforts. The collaboration was informed by the brands’ shared histories supporting and outfitting the brave men and women of the U.S. Forest Service as they protect America’s public lands. With the announcement of the Bronco + Filson Wildland Fire Rig Concept, released during one of the most devastating wildland fire seasons in history, the brands hope to remind Americans to thoroughly educate themselves about fire prevention and responsible recreation while our public lands continue to see increased traffic.
“Filson and Bronco share a history in the wildest parts of the American landscape and have provided the gear and transportation necessary to protect the country’s public lands for decades,” said Doug Thielen, Director of Marketing at Filson. “This collaboration speaks to those shared histories and through it, we honor the hard and dangerous work of wildland firefighters who put their lives on the line every day for our National Forests, public lands, and nearby communities.”
As far back as the 1940s, Filson Cruiser jackets were the official Class A attire of the U.S. Forest Service, and many still see the iconic green U.S. Forest Service-badged Broncos out in the wild. That rich history comes through to today’s Bronco + Filson Wildland Fire Rig. Based on a 2021 Bronco four-door SUV, the concept vehicle blends advanced off-road capabilities with rugged design details, using Filson materials and a full firefighting skid built into the back. The vehicle’s exterior color is a nod to the authentic Forest Service Green, with reflective white striping and Bronco + Filson Wildland Fire Rig crests on the doors.
“This collaboration speaks to those shared histories and through it, we honor the hard and dangerous work of wildland firefighters who put their lives on the line every day for our National Forests, public lands, and nearby communities.”
In the vehicle’s interior, the trim, made with Filson’s signature otter-green duck canvas, surrounds black quilted leather inspired by Filson’s jacket lining. Matching otter-green duck canvas covers, door bolsters, and armrests. Fireproof ripstop nylon materials–similar to those used in Filson backpacks and briefcases–were used for the Bimini-style top and rear cargo dividers. The vehicle’s top can be opened and rolled back securely with Filson bridle leather straps, to provide an open-air experience. The steering wheel features a bucking Bronco logo plated in Filson brass and an embroidered Filson logo is mounted to the interior’s top and center console trim tag.
“We are grateful and excited for Filson’s expanded support of our ‘50 Million for Our Forests’ campaign through a collaboration with Ford Bronco.”
“Filson has, for years, been a fantastic partner in our work on National Forests,” said Mary Mitsos, President and CEO of the National Forest Foundation. “We are grateful and excited for Filson’s expanded support of our ‘50 Million for Our Forests’ campaign through a collaboration with Ford Bronco. This support will help us achieve our goal to plant 50 million trees to restore National Forests disturbed by severe wildfire, pests, and disease and to protect our water supply and air quality, all while sequestering carbon. Together, we will help people access the wild in a responsible manner, encourage public stewardship, and help protect our 193-million-acre National Forest system.”
U.S. Forest Service Green
Federal Standard 14260
“Filson’s heritage is rooted in the outdoors and we are committed to helping preserve America’s beautiful backcountry through partnerships with like-minded organizations like the National Forest Foundation,” added Thielen. “We look forward to rolling up our sleeves and caring for our country’s public lands through this partnership for years to come.”
In addition to the Bronco + Filson Wildland Fire Rig Concept, the brands will commemorate the collaboration with a limited collection of Filson + Bronco gear. The collection includes a T-shirt, water bottle and Filson’s ultra-durable Rugged Twill Small Duffle bag, each with a limited-edition Filson + Bronco logo. The capsule collection is available on Filson.com–50% of the proceeds will be donated to the NFF.