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The waning of public awareness of the wars in Iraq and Afghanistan has had little effect on the popularity of military styles, which are expected to remain strong in the youth fashion market. Such items as commando sweaters and shirts with epaulets continue to generate large sales.

“The military style for fashion has not changed in the least,” said Rothco’s John Ottaviano. “The typical American views soldiers very positively. It has nothing to do with the issues.”

PLAID-ITUDES

In additional to military style apparel, plaids of all types are expected to be fashionable, from the traditional plaid flannel shirts to caps and shorts. Rothco has entered the market with a variety of plaid garments and is bringing out a Sherpa lined plaid jacket.

Ottaviano noted that shemaghs, which have been on the market for several seasons, continue to be a hot item. Worn by both men and women, they can double as headwear or as scarves.

As in past years, college students are expected to be somewhat more preppy in their dress than their high school counterparts, said Ottaviano.

Despite the continued popularity of military fashions, the economic climate has taken its toll. Retailers in different regions of the county parts of the country report mixed effects.

Business is down at Dave’s Army and Navy, for more than a decade the only men’s clothing store in the college town of Oberlin, Ohio.

“We struggle more now because the women have become more feminine in their clothing sense and that hurts our ability to sell,” said owner Dave Parsh. “There has been a trend toward designer clothing and the girls are no longer as bold in establishing their own styles.”

TIGHT MAKES RIGHT

Baggy clothing is out of fashion, and both men and women are wearing tight fits that accentuate their figures. Army navy stores generally do not carry this type of apparel, Parsh observed.

A major segment of Parsh’s business has always come from students at Oberlin College and visitors to the campus. But recently the college has been attempting to attract more students who can afford to pay full tuition.

“Those students are not likely to shop in an army/navy store,” Parsh said. “As the college has been affected by the economy, so we have been affected.”