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Very interested to see how you expand market as it sounds like you are aiming to upscale the brand. This is very difficult. I prefer an expensive leather wallet and would never buy a ridge in 1000 years (no hate, it’s just not my style, but I think I am indicative of a consumer segment you are trying to capture). Once you defined yourself as a $100 price point, it’s hard to convince consumers the brand is worth more. I could be way off base with my assumption but interested to follow along nonetheless. If you can get me to ditch my saint laurent for a ridge I shall bow before you

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