Of course sportsmen always carry Tums! Because backwards it smells Smut. And of course because Sportsmen of this era left the house for the woods and water to do three things: eat, drink, and smoke.

“Gray Hackle” would be good name for a character in a book.

The matchbook has a rather elegant design; note how the line carries from the front, over the spine, and attaches to the lure.

The whole macho vibe is spoiled by that sissy Mama’s boy word “tummy,” but it was part of the brand identity.