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The fun, however, is not summer-exclusive. Both Proffit and Brunner have found season-specific styles to have legs year-round. Proffit pointed to Alstyle Apparel's cheer shorts as one example. "You would think [they] would sell only during summer months, however we have good traction all year round," he said. And although a particular weather pattern might put styles such as shorts top-of-mind, emphasizing an item's versatility only means greater marketing reach for end-users.
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