How Did We Come Up with ALTRE™ Camouflage?

“Deer Vision Unveiled: The Hunt for Effective Camo”

In 2013, I stood 45 yards above a sea of camo that all looked identical — and realized if it looked the same to me, what did it look like to a deer. We spent five years fixing that.  This makes the product trustworthy and the brand human.

Our research journey revealed a fascinating truth: Deer don’t see colors as we do. Whitetail deer, mule deer, elk, moose—they all experience a form of red-green color blindness. Moreover, their vision lacks fine detail. Whitetail deer, for instance, have an estimated 20/40 to 20/100 vision when it comes to details. Their remarkable peripheral and night vision compensates but limits their ability to discern intricate patterns.

So, my son and I embarked on a mission—to create camo that breaks up a hunter’s silhouette based on deer vision. After rigorous testing in various field settings, we birthed ALTRE™ from WhiteTail Forensics.  Remember, it’s all about seeing the world through deer eyes.   What is amazing is that ALTRE is just as effective for other big game animals as well! 🌿🦌