Camo isn’t a trend. It’s a style that accidentally became iconic.
At Bird + Wolf, we don’t chase what’s next. We back what lasts. The camo jacket earns its place because it was built to do a job and it’s been doing it for over a century.
Originally, camouflage was about survival. Early military uniforms weren’t designed to look good; they were designed to work in specific landscapes. Woodland, jungle, desert. Every pattern had logic. Every detail had a reason. No marketing. No hype.
That honesty is the point.
When camo spilled into civilian life, it didn’t arrive through fashion houses. It came through surplus stores, workwear, protest culture, skate scenes, touring bands. People who lived in their clothes. People who needed them to hold up.
That’s where camo got its attitude, not rebellion for show, but independence in practice.
The Jacket That Doesn’t Need Reinventing
Most jackets need updating to stay relevant. Camo doesn’t.
A camo jacket from 30 years ago still works now. Same cut. Same weight. Same presence. That’s rare. It means the design was right the first time.
And the more it’s worn, the better it gets. Fades, creases, repairs all part of the deal. Camo doesn’t pretend to be pristine. It looks best when it’s lived in. That’s something you can’t fake.
Why We Care About It
At Bird + Wolf, we’re interested in clothing that carries weight without shouting. Camo fits that space perfectly. It’s recognisable, but never needy. Practical, but not cold. Strong without being rigid.
Wearing camo now isn’t about blending in or standing out. It’s about choosing something that already knows what it is.
No logos screaming for attention. No seasonal rebrand. Just a jacket that’s done the miles and will keep doing them.
Timeless Doesn’t Mean Safe
Camo has always sat slightly outside the mainstream — and that’s why it endures. It belongs to people who move differently. Who value utility, independence, and confidence over polish.
That’s why it belongs at Bird + Wolf.
Not because it’s fashionable. Because it’s honest.
