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“It is not that we don’t like being commercial. It’s great when you have commercial hits. But the thing is, you want to do it with integrity.”

(Mikael schiller BOF, 2013)

For the launch of this new product, Acne Studios will remain authentic to its current marketing strategy with some slight modifications.

The two distribution approaches the brand will be adopting are the following: selling directly to consumers and selling through retailers.