Hid­den in Plain Sight ght

How Kuiu’s camo works

Bloomberg Businessweek (Asia) - - ETC. -

Most cam­ou­flage is de­signed to help a hunter blend in by re­sem­bling a bunch of leaves

or branches. Many com­pa­nies don’t de­velop

their own; they buy a li­cense to an ex­ist­ing

pat­tern, which is why a lot of hunt­ing ap­parel looks the same,

re­gard­less of the brand.

Kuiu’s Vias pat­tern is de­signed to con­trast with na­ture, break­ing up the sil­hou­ette and cre­at­ing vis­ual con­fu­sion. Hairston got the idea from African wild dogs. Their light and dark col­ors make them un­rec­og­niz­able to prey.

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