What do Husqvarna chainsaws, Duluth Trading underwear, and Rolex watches all have in common? 

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They have been identified and lauded by the rapidly growing community of consumers seeking “BIFL” brands (“buy it for life”). 

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Read below for some insight into the BIFL movement and what’s driving it. 

Disposable brands, you’re officially on notice. Lasting brands, this is one to lean into.