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The ARTFUL DODGER brand is positioned to be the alternative to everything that currently exists in the marketplace and therefore attracts a guy who is predisposed to being untraditional. Much like the character, the brand goes against the grain and is consistently reinventing itself. The ARTFUL DODGER is rich in history as an 18th century rogue who rejects modern society and finds a way to attain wealth. The brand is a modern adaptation to that cutting edge energy.
