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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.

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