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WALL STREET JOURNAL

A new wave of fashion-forward clothing is giving new meaning to the phrase "body-conscious."

It's made with new fabrics that sense and respond to physical changes in the body. A line of athletic apparel displays slogans like "I Am the Competition" when the wearer breaks out into a sweat.

"The whole point is to demonstrate how hard you are working out," says Ben Wood, ViewSPORT's chief executive. The company, which declined to reveal the chemical workings, citing a pending patent application.

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August 17th 2010
Time Magazine - Top 5 Coolest High-Tech Clothes

What do you buy the workout fiend who has everything? We bet they don't have a shirt that offers inspirational messages when they sweat. ViewSPORT offers a line of men's and women's apparel with hidden messages like "I am the competition."

Your sport-obsessed friend can now be awkwardly sweaty, yet intimidating to any potential challengers.

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