In a column for the Flathead Beacon, a writer discusses how a certain Montana style has become a cliché costume. By dissecting the attire common in hubs like Bozeman, Whitefish, and Missoula, the author suggests that the line between functional gear and social signaling has blurred into a recognizable cliché: the “basic bro.”
The Anatomy of the Montana Bro
The author notes that if he were to dress up for Halloween, he wouldn’t need to purchase a costume to portray a typical Montana man; the outfit already exists in his closet.
He points to the social media content of Jonas Nichols on Facebook and TikTok (@jonas.rydell) as a primary source of satire for these archetypes. The targets include the “outdoor influencer,” the “old-school hunter,” and the “fake Montana cowboy.” According to the columnist, the “basic bro” aesthetic requires a specific kit: a trucker hat featuring a local IPA or fly shop, a long-sleeve T-shirt with a trout graphic, and khaki trousers in earthy tones like “ginger,” “grain,” or “caraway.”
Footwear varies by season—hiking boots in autumn, river sandals for fishing. The author admits his own wardrobe mirrors this cliché so closely that friends might mistake his costume for his daily work attire on days he isn’t lecturing in a coat and tie. He describes himself as potentially looking like the very caricature Nichols mocks: an older man attempting to dress like a younger hipster.
Truck Accessories Signal a Fishing and Hunting Identity
The identity extends to the driveway. The author describes his Ford Ranger as a “dream rig,” outfitted with a roof rack for kayaks, a steel topper for security, and a River Quiver rod carrier. He frames the latter as a luxury that allows for daily fishing in the spring and summer without the risk of breaking fly rod tips—a hazard he recalls from years of poking rods out of passenger-side windows.
The truck also serves as a canvas. A growing collection of stickers on the canopy, specifically featuring a chukar and an English setter, signals to other drivers that the vehicle is used for bird hunting as well as fly fishing. He acknowledges, however, that adhering to the “sticker thing” may make him seem “overly seasoned” for the trend.
The Evolution of Outdoor Textiles
Despite the satire, the author argues there is a practical justification for the uniform. Synthetic fibers have evolved significantly since the “disco days” of his youth. He credits modern materials for the creation of “pop-bottle fleece” that provides warmth in harsh weather and wading pants that dry almost instantly.
It is, he suggests, the best time in history to be a “basic bro” because the gear has finally caught up to the lifestyle. Modern pickups now offer the off-road performance required for overnight fishing trips while maintaining the ride quality of a sedan.
Utility Versus the Trope
This convergence of style and utility creates a paradox.
The author suggests that while he could transition to an “end-times outfit” consisting of a white belt, tan chinos, and polo shirts, the sheer utility of the gear keeps him tethered to the “bro” aesthetic.
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