Camo is sold on the apeal to the hunter. I can tell you deer can not pick you out in jeans and earth tone shirt! As long as you stay tight to natural structures in the area. If your in the open they will see you no matter what your wearing. It took them 15 minutes to notice me last year leaning against a tree duck hunting by a stream last January in shadow grass. I think they finally noticed me breathing. Shadow grass does not blend with a tree.
I personally think gillies and the textured stuff they sell for bow hunting is the best stuff on the market by making shadows. Have your buddy stand in the sun and then in the dark shade and see what the camo looks like. It looks like a dark blob in the shade and is almost highlighted with lighter stuff like shadow grass in the direct sunlight. Texture is the best camo.
"If you can't have fun doing it, it ain't worth doing, or you're just doing it wrong."
River hunting in my Wilderness Systems Kayaks; Commander 120 and Ride 135
My Blog archeryrob.wordpress.com Confessions of a fisherman, hunter and tinkerer