Camouflage attire has been around for quite awhile. Having first been developed by the French, camouflage clothing was initially used within a military capacity during World War I. The British Army was the first to fully adopt camouflage as a uniform when two British Napoleonic War fighting units wore green camo rifle jackets. The modern military camouflage of today owes something as well to the avant garde cubist movement spearheaded by Pablo Picasso in the early 1900s.
In recent times, camouflage has crossed over from its association with the military to being its own fashion statement sans political and militaristic messaging. People wear camouflage now because they its appearance. This makes a lot of sense hen you think about how camouflage mimics certain animal adaptations in the wild.