If Sam Colt were alive today he would probably be the Pierre Cardin of the firearms industry. Pierre was one of the first to really understand licensing his brand—think of all the sunglasses, watches, colognes, socks, underwear, ties, belts, that wore the Pierre Cardin name. All other clothing brands followed in Pierre’s foot steps and it seems at least one gun brand. Have you heard that Smith and Wesson’s has a new product, S&W cologne? I’m not sure of the scent but aren’t real shooters supposed to smell like Hoppe’s No. 9. One hitch in licensing is that over licensing can dilute the brand from its original base product. The company is seeing more penetration in the law enforcement market but the civilian sales? Maybe S&W can spray some of the cologne on their stock to entice The Street. I also heard Old Spice has partnered with Hornady on a new line of ammunition. After the shot the gun smoke has a musky, manly smell instead of the usual cordite stench. And if you believe that one, I have bridge in Brooklyn you might want to buy.