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From the source: Sean Ashby, Aussiebum

Well-loved for its bright printed men’s underwear and swimwear and cheeky marketing campaigns, Aussiebum has grown into a $20 million international business since it launched almost 20 years ago. Here, founder Sean Ashby discusses product innovation, SMS marketing and the importance of local manufacturing. Inside Retail: How did you come up with the idea for Aussiebum? Sean Ashby: It was back in 2001 when the dotcom busted. I was working in a traditional marketing role and decided to do a sea-

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