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Thats exactly right. I get brands to step outside of their comfort zone and do things that their audience will care about that's in step with their passions...its about hitting the sweet spot between what a consumer cares about (that may have nothing to do with you) and what you care about as a brand...I try to get brands to weave their story into culture, and do it credibly.So there's a band named Portugal and they love Slim Jims so Slim Jim had Dank make some shoes for them? Am I following that right? I assume you worked with Slim Jim to find them a cool project like that?