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  • Dolls Kill has turned bad behaviour into a fashion cult
  • Dolls Kill has turned bad behaviour into a fashion cult
    Dolls Kill (2014) ©
CASE STUDY

Dolls Kill: sex, drugs and platform trainers

Since 2011, Dolls Kill’s candy-coloured rebellious clothing has proved a hit with the Tumblr set, with sales reaching $7.5 million in 2013. But how has this brand managed to sell ‘bad acid trip’-inspired miniskirts by the bucket-load without any traditional marketing?