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Youth shall be serveed, and women and children first, as it is said.

And the army/navy retailer is now serving a host of young people and women of all ages, as the military look and everything camouflage remains a fashion favorite.

The popularity of camouflage pre-dated the Iraq War, but the appeal of the military look in general can still be attributed to the ongoing strong feelings of emotional and empathetic support for military personnel in harm's way.

However, some observers have noted that camouflage has become less of a driving force in the fashion market, reverting to a backup role in the overall appeal of military-style apparel, which remains vibrant.

Lee Aaron of Alpha Industries noted that certain solid colors are beginning to gain equilibrium with camouflage patterns.

"Sage green and black for men, and black, silver, greys and brown for women are preferred colors at this time," Aaron related.

Camouflage is still very much in play at Alpha, with Woodland garnering most of the attention, but ACU and the myriad other new camo patterns are gaining ground.

However, Aaron feels that camouflage is becoming more of an accent color rather than a dominant one.

"Garments in solid colors that feature camouflage pockets, patches and other components are becoming trendier," Aaron said.

Alpha specializes in women's apparel in the junior and missy size categories. The junior segment is more geared towards a younger, and slimmer wearer, while the missy category is comprised of fuller-sized garments. Although there is still demand for men's sized apparel by women shoppers, Alpha manufactures women's garments with their needs and preferences in mind.

"We design items specifically for the women's market. Everything from the rib knit to the mouton to linings all are made to cater to a woman's taste," said Aaron.
John Ottaviano of Rothco also noted that the all-camo look has plateaued.

"The military look is still going great, but more so in khaki, olive drab and other solids. Camouflage has become more of a secondary, accessory choice. In particular, combining camo and solids in a complete outfit is the way to go, Ottaviano said.