Who are you calling Rambo? I'm way cooler looking than him!!
Today there are many well known companies using camo clothing in their fashion base, clothing brands such as Maharishi and Addict in the UK. Addict have in the past commissioned three artists SheOne, C-Law and Mr Jago to create camo designs for exclusive use in their clothing range which includes camo jackets, t-shirts, long sleeve tops and hoods.

  Street Level Nine Clothing  
  Know1edge Clothing  
  Arcus Clothing  
  Camo Shorts  

So what inspired them to use camo as a fashion medium? Where does this fascination with camouflage clothing come from, is it just Rambo types wishing to look macho or is it deeper?


The word camouflage entered common terminology, appearing for the first time in English on 25 May 1917 in the London Daily News, when it was used in a sentence that said: "The act of hiding anything from your enemy is termed 'camouflage'." It would appear strange that a fabric designed with the purpose to make it's user invisible would now be juxtaposed beside an urban landscape where it does not hide but maybe make a more fashion conscious statement. For many years the fashion industry has been using and mixing military camo styling to be used in the urban playground, take the combat pant and MA1 jackets that can be found in many a high street clothing shop and online shops, we can only suggest that it's not a that big a jump to start take the camouflage fabrics and start making not only utilitarian but high end designer fashion clothing. Taking the concept of camouflage away from the military and hunter brigade for a while here many artists have toyed with the idea of disruptive patterns. Picasso had also been thinking about camouflage when living in Paris during the war and incorporated it in to his geometric Cubist art forms. Back to camo or dazzle or disruptive painting as it was being termed in these times. The concept of camo and art seem to move forward hand in hand here not only had Picasso inspired the idea but many of the major world forces were employing artists to come up with camo designs. Great Britain employed 18 such artists to paint ships during the wars, from here it moved into common terminology and it wasn't long before camo was being used in fashion design in 1945 US pinup girls were in photographed in it and the images widely distributed to the troops.

  Insight Clothing  
  Mada Clothing  
  Fly53 Clothing  
  Zoo York Clothing  


Of course camo would have been used way before it was formally recognised but it was the world wars that moved the concepts of camo along rapidly and ultimately the Vietnam war, the first conflict to be grabbed by the media and televised into our homes. The US streets back in the 60s saw camo clothing worn on both sides, the vets returning from war and the peace protestors. The anti-war brigades adorned combat jackets and camo fatigues with art and designs from ban the bomb symbols to flowers. If you want to see where pop art came of age look no further than old images of Woodstock in '69, a mixture of flower power and graffiti art all mixed with music legends of the time. Where Hendrix's stratocaster tore apart the star spangled banner via music and Country Joe McDonald, dressed in US Combat jacket started his slot, shouting to a crowd of 400,000, the now immortal "gimme an F?.. gimme a U?.. gimme a C?.. gimme an ???." Yea, well you know the rest! Hell, we may have the odd Sturban Clothing customer who still remembers that far back, but then again "if you remember it, you weren't there"!


Sheone referred to by Refill Magazine as "a leading cultural Artist", a world renowned artist who has been painting and making graphics for twenty years, exhibiting in Los Angeles, New York, Tokyo, Sydney, Singapore, Berlin and Milan. Al this means that it was an east choice for Addict Clothing when they approached SheOne to design camo form them. "My initial intention to create a metropolitan defence pattern, a camouflage that positively positioned the wearer in the culture heavy landscape. The fabric should function as a protective layer while simultaneously emitting its silent graphic signal and feeding right back into the current social climate." SheOne what more can we say camo summed up in two sentences.

SheOne Camo


Well shouldn't need any introduction if you are regular to Sturban Clothing but if not Mr Jago is a graffiti artist B-boy extraordinaire. The Mr Jago camo was the first and original Addict camo to be commissioned and is still going strong today.

Jago Camo


Currently Creative Director and Designer for the hottest urban design company Unorthodox Styles is Chris Law aka C-Law. We asked C-Law about the Addict / C-Law camo and this was the response "once the design started coming together I started adding other element like the skull nettles, influenced by cherry blossoms and some BMX skid tyre marks and there it was."

C-Law Camo