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For a heritage brand, Dunhill’s been a little shaky lately.

Take, for instance, their latest lighter design. It’s modeled after the lighter Elvis used in the 50s, and not a bad specimen as Elvis-related trinkets go. With a history going all the way back to the 1890s, Dunhill’s well-equipped to take on this particular historical reissue, but the whole enterprise seems unhealthy somehow.

It’s not Elvis himself—although taking on his legacy is a hefty task—but the overwhelming sense that they’ve somehow gotten into the souvenir business…

Perhaps we should elaborate»

Without a distinctive style or a signature item, Dunhill’s long and storied history can quickly become a liability—and historical reissues certainly don’t help. We’re still scratching our heads over how Elvis’s gold lighter fits into the Dunhill story, but we’re guessing that it’s just a matter of being in the right place at the right time…and having the right crowd of customers.

High profile items are hard to resist, but they should have let this one go.

—R.B.

CONTRIBUTORS

  • Russell Brandom