Bears Hate J.Crew?

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.