Smith & Wesson to Lock ‘n’ Load Fall Fashions

Finally, women can be armed without sacrificing style

Somewhere between 15 million and 20 million American women have something unexpected in common: They all own guns. But a quick visit to the local sporting goods store reveals something else these women have in common: nothing stylish to wear while packing heat.

This fall, Smith & Wesson aims to remedy that problem when it rolls out its first apparel line—one that includes a dedicated ladies collection. “Whenever a woman puts function and fashion on equal footing, she’ll be delighted wearing Smith & Wesson,” said S&W marketing chief Harry Falber.

Scuttling camouflage and reflective orange fabrics in favor of classic twill in colors like “calvary” blue and “carbon” gray, the collection is being made by military outfitter Wild Things LLC, whose in-house designer Julie Golob (herself a world champion shooter) drew from Smith & Wesson’s 160-year history for inspiration. Buttons are shaped like the bases of bullets and the zipper pulls resemble revolver hammers. Jackets also feature “concealed carry pockets” perfect for a 357 Magnum—or an iPhone.

“We’ve had an enthusiastic response from women who told us, ‘I can finally wear this product,’” said Wild Things CEO Ed Schmults, who is quick to remind that the new collection (which runs from $78 range pants to $258 shooting jackets) is also aimed at Second Amendment fans who happen to be men.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.