Wednesday, July 11, 2012

Trendy Re-Branding FAIL! US Military Waves White Flag for Digital Camouflage

Hunter Communications recommended reading from: 
Slate.com

Link to Article:
Camouflage Problems in the Army: UCP and the Future of Digital Camouflage

It seemed like a good idea at the time.  In 2005 the US Military switched to UCP, a trendy new digital pixelated camouflage pattern, in its uniforms.  Now that it turns out that the pattern doesn't (and never did) perform well in actual field use, the military is forced to lay down its experiment in modernity.  Did they gin up the research to rebrand the Army and appeal to a young, cool-conscious crowd?

Excerpt: "Seen with civilian eyes, the rise and fall of the UCP—and the family of rectilinear camouflage patterns to which it belongs—reads like a parable of irrational exuberance. Pixelated camouflage started to catch on in the technophilic years of the late-1990s, a digital pattern for a dot-com world. By taking the flowing shapes of the old woodland prints and deconstructing them into tiny squares, military engineers applied a computer logic to nature: They made over the science of camouflage, once inspired by the evolution of peppered moths and other animals, into a kind of digital screen-print that could spread through the networked military as a piece of viral media.

 The pixel print started (like its analogues in high fashion) as a look-book style for the warrior set. U.S. troops had worn the classic, four-colored Battle Dress Uniform and then a three-color NATO design for decades, but in the early 2000s, the Marine Corps pushed into the avant-garde by donning a digital print borrowed from the Canadians. (That one was first tested in 1998.) When it came time for the Army to update its own uniforms a few years later, the Marines' pixelated "MARPAT" scheme served as the model. "It was trendy," one military textile engineer told the Daily. 'If it's good enough for the Marines, why shouldn't the Army have that same cool, new look?' "

2 comments:

  1. nice posting.. thanks for sharing.

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  2. I have MARPART trousers from my brother who served in the Marines. They are manufactured by American Aperiel.

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