I do an awful lot with special equipment, especially since the PHB Prices & Weights are often so far off... The PCs will quickly come up with ideas for stuff that they want made, if you allow it!
The climbing pole from the
Rod of Lordly Might, for instance, is featured in a Fritz Lieber story, in its non-magical version. PCs could have one of these made!
I always want a combination Handaxe/Hammer/Throwing Axe/Prybar. Add the prices togather, add on the MW cost, and thereya go!
Your PCs want something real that isn't on the equipment lists in the PHB? Let them describe it, they find a craftsman who can make it. The craftsman may then need plans for the new device, requiring a visit to an Architect/Engineer.
I HATE (loathe, despise) the 3.5e grapnel. As soon as my PC could, he had a collapsible grapnel made, which is lighter, and folds up. Your PCs will want similar stuff, and the best thing about this method is, it is not punitive, like so many of the others, above! Your PCs won't mind losing some cash, if they have a Handaxe that can be thrown like a Throwing Axe, used as a Hammer, and also adds +4 to their opening attempts (and all that without being magical)!
Point out to the Rogue the benefits of that fancy suit of leather armor in the window, with the built-in Climbing Kit and Hand Crossbow bolt quivers... Before long, PCs will be asking you "Can I do this?", and "What kinds of craftsmen are there in this town?"
All that specialty equipment adds up, the campaign effects are moderate, and it makes the PCs feel special, and more in touch with their PCs.
Never tell them they find a +1 Cloak of Protection... Always tell'em they find a Red cloak with gold braiding and trim, which is a +1 Cloak of Protection! Sometimes, they'll even pass on garish magic items, as they don't fit their style!
MW Leather armor, by the way, has NO game effects, and eats up some funds (normally -1 to Max. Dex. Penalty, which, in this case, does not exist)! Fancy scrollwork, jewelled embedding, etc., are equally good.
Whatever the PCs want, let them acquire it. Just make sure they pay the appropriate price, and drain off those excess funds. In return, they get some special goodies!
