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In a world where businesses struggle to reach teenagers, Factorie was famous for its youth culture. Unafraid and unapologetic, it resonated with its customers in a way few brands do. So when Factorie’s audience started to grow up, the brand did too.
It became a little more mature. Slightly more sensible. Less teenage angsty, and certainly less controversial. But in the end, the effort to stay relevant to its original fans saw the overall brand lose its relevancy. All of a sudden, Factorie wasn’t Factorie anymore.