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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.