I have received over 50 comments regarding camouflage! Thank you all very much. The feedback has been amazing, a lot of thought, insight and value adding comments. As I predicted there are a lot of varying opinions on camouflage, however there were also were a lot of common thoughts and ideas.
Below is a brief summary of the most common comments:
The top 3 recommended patterns were:
- Mothwing Mountain Mimicry
- Earth tones
- Visual confusion
- Not too dark
- No sticks, leaves & limbs
- Shelf appeal
- Brand identifying pattern
- Avoid licensing restrictions that compromise the brand and product quality
In reviewing the comments and from my experience in building Sitka, I believe the right decision for KUIU is to develop a new pattern. As noted in the comments, licensing another company’s pattern limits brand identity and success. I completely agree KUIU’s products need to be identifiable as the market leader. This is hard to do when cotton pants, tees, toilet seats and duvet covers are using the same pattern.
Having an exclusive on the Mountain Mimicry pattern at Sitka was critical for establishing the brand. Licensing Realtree or Mossy Oak would have been a fatal mistake early on. We were fortunate to have to opportunity to develop Mountain Mimicry with Mothwing in exchange for the exclusive allowing Sitka products to stand out.
I also agree with the comments regarding the direction of a new pattern with contrasting earth tones that break up the human profile at distance, create visual confusion and excel in a variety of mountain hunting environments. This pattern must have shelf appeal and present KUIU as the leader in performance mountain hunting gear.
Developing a pattern has its challenges, long development timelines and is expensive but worth the investment for KUIU. I look forward hearing your thoughts and opinions on this decision. I sincerely appreciate all the help.