I'm not seeing an announcement about this in the news section of the company's website yet, but as VideoCardz.com reports, XFX has indeed introduced versions of both the Radeon R9 290 and the Radeon R9 290X that are outfitted with slick-looking custom coolers.
You'll find XFX's product page for the Radeon R9 290X Double Dissipation here. This card runs at the same 1GHz clock speed as AMD's reference card, and it has the same 4GB of GDDR5 RAM pushing bits at 5 GT/s, too. Heck, even the port cluster looks the same. But the XFX card trades the stock heatsink and fan for XFX's own Double Dissipation cooler, which has two fans (I'm sorry, two "Dust-Free IP-5X" fans), copper heat pipes, and a neat glowing logo thing.
The same goes for XFX's Radeon R9 290 Double Dissipation (product page here). It runs at the reference 947MHz with 4GB of RAM at 5 GT/s, but it's outfitted with a Double Dissipation cooler. The two cards actually look almost identical, judging by XFX's photos.
XFX isn't the first card vendor to ditch AMD's reference cooler for the R9 290 series—which is no wonder, since the stock cooler is rather loud and doesn't always keep the GPU cool enough to run at its maximum speed. Earlier this month, Asus slapped one of its dual-fan DirectCU II coolers on the Radeon R9 290X, and PowerColor unveiled a liquid-cooled version of the same card. Scott has been testing the Asus model and is so far pleased with the results. We'll have more details for you guys soon.