ABOUT

The development of CAMO was simply a combination of all of my favorite colors; brown, green, beige, and black all curated into one. However the focal point of our brand being the name CAMO, stems from an analogy relaying the importance of camouflage and its uses in the army, similarly to how we view clothes. You can learn a lot about someone just by the way they dress on a daily basis. Clothes shouldn’t just be something you put on, but more about how the garment makes you feel & acts an extension to your own personality, like second skin - Camouflage

 

Marketing the term "CAMO" presents unique challenges, prompting me to develop a distinctive brand strategy. Our website is conceptualized as an homage to soldiers' personal documentation practices, drawing parallels to the journaling and visual record-keeping common during deployment. The Instagram account however, symbolized by the .jpeg extension, aims to capture the essence of personal narrative and visual storytelling. While deeply respectful of military service, the brand draws inspiration from the ethos and experiences of military personnel, translating their authentic experiences into a creative commercial context.