A few additional notes.
Someone on here who is a guide in Alaska did some practical tests last season and found that light colours attracted significantly fewer bugs.
And according to some field tests by Skurka, factory-treated permethrin works better than self-applied.
I’ve had a good experience with a light-coloured, factory-treated, tight woven nylon safari shirt. But despite generous venting, it’s quite sweaty to wear.
For something more breathable, I think you’d have to experiment with Sam’s idea of a loose weave that’s thicker than a mosquito proboscis. That’s going to vary by area though, because these can be as large as 19 mm, which would hardly be practical. And if the weave is too loose smaller bugs are going to get you.
So for general protection on a long hike, I suspect that a nylon safari shirt specifically designed for bug protection is your best all-round option, despite the mild discomfort.
(For people in Europe who can’t access the brands listed above, the Craghoppers NosiLife range has worked well for me, and can often be found at very attractive discounts).