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“They’ve been a brand leader,” said Timothy Lytton, a law professor at Georgia State University who studies the gun industry.

"Second hand is a strategy we have been investigating for more than a year," Lorenzo Bertelli, the eldest son of co- Chief Executives Patrizio Bertrelli and Miuccia Prada and the future brand leader, said in an interview at the Reuters Next conference aired on Wednesday.

The thing that always stood out to me was that there was no clear brand leader for fire purple weed.

Tell me a bit about being and becoming a brand leader for fire purple weed.

What’s next for you as a brand leader?