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Mercer stands for independence. They try to be different from other brands by producing different silhouettes in different materials, and do not follow the rules or let anyone tell them what to do. The Mercer production process is also independent, with all of the products being handmade in family owned small-scale factories - they do not believe in mass production by big corporations. They aim to cater to customers who are independent as well – people who do not follow the rules – people who want to be different and differentiate themselves from the masses.