This is an urgent memo to firefighters believing PPE can protect you if you leave the coat open, pants undone and generally only wear PPE because "it looks cool."
PPE is only effective if worn per the manufacturers instructions. Actually even for those people who are not willing to read the instructions simply use your head. If you fasten the coat and pants it will protect you. See?
The second part of the memo is the "looking cool" part. This isn't the prom or a club. It's a profession. "Bling" for helmets and gear is less important than the functionality of said equipment!