What is this type of shirt called?

Many popular sporting brands have begun carrying a type of hunting/fishing style shirt of a particular character. Columbia is who I remember having these first. They are button up shirts, with collars, and pockets and ventilation. They are made of a very light material, and come in light colors. They usually have the logo above the right breast pocket. I think Columbia calls theirs a Tamiami, and I the closest I could find on Under Armour’s site was the Flats Guide.

Who was the first company to make this style of shirt? What are some other companies that make this shirt? What is this style of shirt called? Is it just a button up fishing shirt?