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New technologies, materials and patterns are giving hunters a wider choice of field apparel than in years past. Less than a generation ago, almost all hunters wore brown or woodland camo. However, the introduction of licensed patterns revolutionized the hunting outerwear market. Garments with Realtree® and Mossy Oak camouflage designs ultimately took over 90 percent of the market, said Moshe Liberman of All Weather Outerwear (Brooklyn, New York).

“Because these were licensed patterns, a tremendous cost was added at retail,” Liberman said, noting that recently smaller companies have introduced their own licensed patterns.

All Weather’s contribution is its Highland Timber pattern which it began manufacturing in 2007 for its Trail Crest brand of hunting apparel.

In not being restricted to other license agreements, All Weather has been able to reproduce Highland Timber on a variety of garments not designed specifically for hunting, including clothing for woman, children and toddlers.

“These items have nothing to do with hunting but they make for strong holiday sales,” he said. “We combine Highland Timber with different fashion colors: pink, for women and black and brown for men,” said Lieberman, who describes the style as “a hunting family’s family wear.”

MULTITUDINOUS CAMO PATTERNS

In 2006, Atlanco (Marietta, Georgia) introduced a hunting apparel line utilizing Multicam®, a pattern developed for the U.S. military by Frye Precision. For several years now, Atlanco has enjoyed successful sales of Multicam in its law enforcement line, said company spokesman Bob Grueskin.

“Multicam is a very popular pattern for Atlanco in our Tru Spec law enforcement and security lines. The outdoor and hunting lines are a spin off,” Grueskin said.

In Tru Spec hunting apparel, Atlanco offers a field jacket in a 60/40 cotton poly twill combination and a heavier jacket in the same combination with matching trousers.

Propper International is the official supplier of BDUs to the U.S. military. They also market the Multicam pattern. Propper’s BDUs have found favor with hunters, who value the quality and authenticity of government-spec military apparel and appreciate its durability, functionality and effectiveness afield.

At Sturm, traditional BDUs continue to generate steady sales.

“The hunting season has been strong year after year,” said Sturm spokesman Joey Beach. Woodland and three-color camo are top sellers for Sturm, as is German Flektar camo.

Rothco maintains a strong hunting trade in traditional BDUs, as well as in its own licensed Smokey Branch pattern on brushed cotton twill.