I have received over 50 comments regarding camoufl...

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:

  • ASAT
  • Mothwing Mountain Mimicry
  • Predator


  • Contrast
  • Earth tones
  • Non-blobbing
  • Visual confusion
  • Not too dark
  • No sticks, leaves & limbs
  • Shelf appeal
  • Brand identifying pattern
  • Avoid licensing restrictions that compromise the brand and product quality
  • Marketability

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.


This article has 20 comment(s)

  1. Ryan Sanpei

    I’m excited to hear the KUIU will have their own camouflage design!
    Keep up the awesome work!

  2. Tye Abell

    Have to say I’m extremely excited about your decision to pursue your very own unique pattern. All of your points hit the nail on the head, and I’m sure you’ll come out with an awesome pattern that will work in all seasons and all terrains, yeah, I like ASAT, but I’m sure you’ll outdue it. Looking forward to what your creative mind can churn out.

    • Jason Hairston

      Hi Tye,

      Thanks for the vote of confidence. I am excited about developing this pattern as well and look forward to bringing it to market. I hope the pattern is the icing on the cake.



  3. Brandon Hammonds

    Everything is right on with the feedback and your summary Jason, this is exciting and can’t wait to see whats next.

  4. Dave Beronio

    I think that is a smart choice. A new pattern with the new lightweight gear will get more attention than taking an existing pattern.
    Really looking forward to see the development

  5. Mike R.

    I agree with Dave. A new pattern is a good idea. Mountain Mimicry made Sitka easy to spot in magazines, online, or in TV shows, which I think helped it out quite a bit. I’m excited to see what you come up with.

  6. Tony


    I agree with everyone’s comments, and looking forward to seeing the finished product.


  7. Pedro Ampuero

    Lots of things to think of!

    Must not be easy to design a camo pattern, keep us informed.

    Here an ASAT camo type born by two good friends from Spain, Iberwolf Camo. Have hunted with it and it really brakes human line.

    Dont forget to train with the stick, just one and a half months to go after the stone sheep!!


  8. Bryan Martin


    I would agree with you and the others that a new camo pattern is the best direction to go, especially for brand recognition. Plus, maybe you can do it better than the others as their is always room for improvement. I would also offer all the clothes and packs in n0n-camo/earthtones, so that non-hunters or hunters who don’t want camo, can have the choice. Personally, I prefer non-camo more often than not. Since I rarely bowhunt anymore, camo is of less importance to me, which is why I often wear Arcteryx, Mammut, Mountain Hardware, Feathered Friends or similar. Plus, if clothes are non-camo, you can wear around town and/or to the Granola head/Greeny stores without getting the evil eye. Also, when traveling overseas, I don’t like camo as we can say that we are “tourists” instead of hunters….lol. The most important though is the quality, fit, finish and design of the products.

    About camo, I looked at the iberwolf camo and it has a bit too much black for alpine/mtn hunting. ASAT, Mothwing and Digicam type products are pretty good. One of the best camo patterns I’ve seen is the Foliage Jacket, worn with their earthtone pants, from Otte Gear. This is the raingear that I wore the last 2 years.

    You also might want to make a few pieces in some type of snow camo or at least a nice, light weight jacket/pants that you can put on over everything else, for winter hunts. I currently use a Northern Outfitters set for winter hunting.


    • Jason Hairston

      Hey Bryan,

      Great input on the camo, thank you. I like to hunt in earth tone non-camo gear as well for a lot of my hunts. I have been thinking about bringing the line out in earth tones as well at some point. I am not sure about the overall demand, what do you think?


  9. Bryan Martin


    Surprisingly, there are a number of hunters who prefer to hunt in non-camo/earth tone colors. In all my years of guiding and hunting, I’ve found that most rifle hunters are happy to wear non-camo colors. Most bowhunters want camo, especially tops/jackets, gloves and hats. Oftentimes, I like to wear a solid colored pant with a camo top, but my preference is less camo. Personally , I think many hunters can be persuaded and might even want to wear less camo, if the concept is marketed properly and the quality and function are there.

    There are some great backpacking and mountaineering products on the market, but most are black, navy blue, florescent orange or green, bright red, yellow, etc.; in other words…they might look good around town, on a ski slope or at a Daisy sniffing or wine tasting convention, but these colors are not well suited for hunting. I like black pants (they dry fast when the sun comes out), but too much black makes a hunter look like a big old bear (predator), especially if wearing a both a black top and pant. Light charcoal, gray, tan and green are some great earth tone colors to consider. If I had to pick one non-camo color for the mountains, I’d pick a light charcoal or gray. For the forest, tan or green would be best.

    Now…you just have to design that new camo pattern!

    Let me know if you have any other feedback regarding this interesting topic.


    • Drake Atwood

      I would agree with Bryan on the earth tone colors. Being a bowhunter, I wouldn’t hunt in the solid colors as much. But I do a lot of hiking/backpacking, fly fishing, and working out and would wear KUIU in solid colors on a daily basis for these purposes.

      • Jason Hairston

        Great to hear. I began to layout solid colors for the line today after getting such a positive response. Let me know if there are certain colors you prefer.


    • Jason Hairston


      This is great to have your perspective. I may run some ideas by you on some of the colors I am considering. Thanks for this input.


  10. Benjie


    I do agree with the others about having some earth tones available.

    I know that for me i am more apt to spend and buy more clothing and other items if they are natural colors. I just get more mileage out of them as i can not only year them for hunting but also around town, fishing, or out shooting or just in general when i am not in the office.

    Like Bryan mentioned having some simple choices say between a green, gray or tan would be very appealing for me, especially in the outwear/raingear that you develop.

    • Jason Hairston

      Hey Benjie,

      Your comments are well noted. Thanks for the input.


  11. Matt

    Mothwing Mt Mimicry is ok, but I think that overall it is a tad to dark.. If you could lighten the shades up a bit I think it would be the ideal pattern… I also agree with the ideas of having a selection of solid earth colors so I can use my gear year round. Look forward to your final results!

  12. Doc

    Hey Jason, have you ever looked at natural gear for finding a direction for camo pattern. I know natural gear isn’t used much for Big Game hunting, but I was out last weekend for opening Elk hunting and I had my natural gear hoodie that I used for goose hunting on Friday while we were out scouting and my hunting buddy lost me 3 times while we were out walking around. once in thick Timber down on the base of the montain, when he was on the ridge and I was 150 yards below him in a with no coverage around me, and another time when I was litterly 15 yards away from him.

    IMO, I think you should stay away from camo like Realtree/mossy oak. I think focus around the Camo patterns like MM and Natural gear. (both of these designs are similar, just different in color schemes).

  13. Marc Essary

    First, I’m looking forward to seeing the KUIU trailer and hopefully getting a chance to shake your hand over the weekend in Boise, Idaho. What a great idea to generate interest and show your products in such a way that the potential consumer has a chance to hold the clothing in their hands.

    As far as camo patterns go, I’ve found the science interesting regarding the color choices and pattern that you started at Sitka and chose to continue the grey palate at KUIU. Your addition of some green to the pattern is a bit more pleasing to the eye, especially when hunting timber or perhaps heavy sage. Being an antelope hunter as well as deer and elk, I’m wondering if a prairie/dessert type color scheme paired with light weight clothing would be a potential success. I’ll admit that the line would be geared toward a specific time of year and to fairly specific areas of the country but might be worth the time and effort if done well. In fact, I’d be happy to help you on this project (shameless plug)!

    For elk, deer, bear and other timber-type hunting I agree with most everyone above. I bow hunt most of the time and prefer a pattern that will help me blend in to my surroundings in a hurry if need be. Conversely, being able to blend in at a distance is also helpful. If both types of patterns were to exist the hunter could mix and match with jackets or other outer wear to be able to dial in their needs as the hunt progresses.

    Merely a couple of thoughts from a relatively new hunter but one who is obsessed with quality equipment. Thanks for all you do.


    Marc Essary

    • KUIU Ultralight Hunting

      Hi Marc,
      Jason will be at the Mobile Showroom in Boise through tomorrow. The Showroom is parked at the Town Square Mall.