Why does protective gear look so cool?
Whether it's football pads or a Kevlar vest, when you see it, it looks pretty badass for some reason. The same thing applies to camouflage. I think the MARPAT design is so awesome looking. So what's the deal? Why does gear with protection in mind look so cool?
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It hides the natural body shape. A fat guy can where football pads or Kevlar vest, and it changes the visual perception of the person's body, which is basically the same thing as what is happening with camoflage gear. The real body 'disappears'. What is perceived by a viewer changes.
Think of medieval knights and their armor. Same thing. There could be a slightly overweight man in that armor, but all that is perceived by a viewer is some incredibly strong person. The visual part of the human brain makes a lot of 'decisions' for us regarding how we perceive people and things.