How do you create a sub-category within a well-established brand, where the key product difference is something the consumer can’t see? Make sure everything else looks and sounds different.
Introducing Silver, a new sub-category from Mack Weldon. Its Bionic Silver threads provide anti-microbrial and anti-bacterial properties. Basically, it’s sophisticated tech that makes sure your gear won’t stink. The dark, high-contrast, stealth aesthetic of the campaign speaks to the hidden nature of the powerful materials at work.
![](https://standardblack.com/wp-content/uploads/2020/11/MackWeldon_Silver_01_v2.jpg)
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![video](https://standardblack.com/wp-content/uploads/2018/01/MackWeldonSilver_loop.gif)
![](https://standardblack.com/wp-content/uploads/2018/01/0221_MW_Silver_2-1.gif)
![](https://standardblack.com/wp-content/uploads/2020/11/MackWeldon_Silver_03_.jpg)
![](https://standardblack.com/wp-content/uploads/2018/01/MackWeldon_10.jpg)