June 11, 2026, 6:04 a.m. ET At first glance, you might wonder what a $679 Filson Mackinaw wool cruiser jacket has in common with a $42,490 Ford Bronco SUV, but to Ford Motor executive Dave Rivers, the connection is obvious. "A Filson jacket is one that is passed along for generations, much like, if you think about it, Broncos in the 1960s and '70s that have been passed on for generations," Rivers, who heads Ford's enthusiast vehicles market, said.