While we think that hunting is bullshit, we had a certain love affair with the hunting apparel department of a Buffalo, New York sporting goods store a few months back. It's all about the prints.
With developing inkjet printing technology, camouflage prints are getting more and more sophisticated. These prints used more for hunting apparel rather than military apparel are high definition, photorealist renderings of nature. Many variations are available depending on terrain (forest, field, desert, mountain...) and season (autumn, winter...). According to a New York Times article on hunting, special camo started to be marketed directly to hunters in the 1980s and is big, big business. Hundreds of variations are available. Here are a few found at King's Outdoor World.