Concept

Our product engineers started the process of revolutionizing hunting clothing by throwing traditional design concepts aside. There were no "rules" or wrong ideas. A blank sheet of paper and a pencil to build something totally unique and different, something that will replace the old standards with a new, fresh way of thinking.

Negative Space Isn't All That Bad

Our designers realized that the one thing that has been missing from traditional camouflage since the beginning is open space. Surprisingly, most camouflages today try to echo the look of tree bark, leaves and sticks, but neglect the areas between these elements. This is called negative space.

Negative space is the absence of elements. If one looks into a tree canopy and averages the light and dark areas; they will see a high contrast balance of lights and darks. Our challenge was to create a system that had a similar natural ratio of positive and negative elements.

Our engineers decided to proceed by splitting up the human form in large, asymmetrical shapes. These shapes were then treated with complimentary light and dark camouflages to better reflect the phenomenon of the forest tree canopy; a true reflection of nature.