This fish stick company just released some shockingly good merch for Gen Z

Gorton’s Seafood is a 200-year-old company that makes fish sticks. Its strategy for wooing Gen Z? Bucket hats.

Gorton’s Seafood, the fish stick purveyor that you might remember from its blue-and-yellow packaging and childhood-nostalgia factor, is trying to take fish and make it fashion. Surprisingly, they’re kind of pulling it off.