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Back in the day, before The Gap, Old Navy and the globalization of the blue jean, the army/navy store was the headquarters for the denim look.

While the ubiquitous denim blue jean now belongs to the masses, old habits die hard and the army/navy store can still find some loyal buyers of Levis and the like, especially when your customers have plenty of other reasons to shop in your store. And today’s army/navy store is still a desirable shopping site for those looking not just for commodity-type casual apparel, but also for the fashion-conscious.

That’s because the military look is still in vogue, although perhaps not with quite the ardor of a couple of years ago.

But perhaps a boomerang effect is now in play, according to John Ottaviano of Rothco.

“What I’m marveling at of late is how quickly the ship is returning to the dock,” said Ottaviano, referring to the re-energization of the military fashion craze.

Specifically, according to Ottaviano, is the new appeal of military style that goes above and beyond camo.

“The military and vintage look that includes epaulets, medals, ribbons, patches and other military-style accessories is part of the new wave of military casual apparel,” he stated.

This time around, consumers are favoring solid colors - khaki, black, brown, olive and even pink - rather than a preponderance of camouflage patterns.

CAMO CRAZE CURBED?

Camouflage, meanwhile, has lost some of its hidden charm with women and youth in particular. While monochromatic camo is still in play and pink camo is trendy for the ladies, items like urban camo have become more a niche item than a universal trend.

Part of the explanation for the decline of camo as a fashion statement (aside from just the cyclical nature of fashion trends) is the lack of acceptance of the new digital camo patterns as a casual fashion statement. It seems that the camo pattern is perceived as not very form-flattering or esthetically profound, particularly by women.

But the ACU camo pattern is taking root as a child fashion and also by the male of the species as a soldier “wannabe” look.

Ottaviano reports that Woodland camo is still in demand and that the ACU pattern is winning some friends.

And pink camo is still a “monster,” according to Ottaviano’s sales figures.