The Role of Right of Passage in Brand Development

I've been curious for a while what the logic is that's driving the rite of passage brand development specifically because it's clearly working. It feels in a lot of ways like a very, there's the David brand and there's a rite of Passage brand. And they feel separate. You have a different aesthetic, a different ethos. But also, they're always going to be connected to the hip. I mean, right of passage is the ultimate distillation of what I believe in, what I stand for.

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