From one of my favourite websites -
Joe. My. God:
JMG reader Dick snapped the above photo at the J. Crew outlet in Soho. I
called the store and the clerk that answered the phone said the slogan
is a reference to the "campfire theme" of the window display. She said
that she was unaware of the meaning of "bear" in gay circles and that
the Columbus Circle store has the same display artist and therefore the
same display and window slogan. Still, it seems like an odd word choice.
Unless there's a straight window display artist working in Manhattan,
which seems rather unlikely. Photo source.
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