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1526: THE FIRST SPARK
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Our commitment to master craftsmanship has carried us far. Born as humble blacksmiths among many rivals, our relentless pursuit of quality opened the doors to the royal courts of Europe. From a small sixteenth-century workshop, we became the exclusive suppliers to the Serenissima Republic of Venice.
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From artisan workshop to global legacy
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Since the early 1500s, our dedication to craftsmanship and innovation has laid the foundation for a legacy destined to endure through the centuries. The expertise and vision of Bartolomeo Beretta allowed us to rise above the competition and establish ourselves as leaders in the field. What began as a small artisan workshop evolved into a trusted name, recognized across Europe for quality and precision. Our unwavering pursuit of excellence and continuous improvement has been the driving force behind a lasting success, one that has shaped our future and secured our place at the forefront of the industry.
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1571: ARMING VICTORY, FORGING FUTURE.
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Choosing to supply the Republic of Venice during the Battle of Lepanto proved to be a decisive move, one that helped halt the advance of the Ottoman Empire. It marked the first and most significant step toward our establishment as an undisputed leader in the production and supply of firearms.
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Five centuries of vision and reliability
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A true undertaking that we chose to face with the same spirit that has defined us for the next five centuries. Driven by a passion for innovation, grounded in technical reliability, and guided by a modern industrial vision, we consistently delivered certified quality, even in response to large-scale military contracts. We remember Lepanto as one of the first moments when our vision and manufacturing excellence set us apart, identifying and anticipating change in a constantly evolving world.
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1790: TWO SIDES OF HISTORY
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We set out to craft firearms so reliable they would stand the test of time and cross every border. Tools engineered to perform flawlessly regardless of who wields them or which chapter of history they serve.
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Where Our Work Became Everyone’s Story
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During the Napoleonic campaigns, we supplied 40,000 muskets to the French army: arms destined to define an era. Those muskets crossed battles, empires and revolutions, cutting across ranks and flags. Some may have ended up in the hands of revolutionaries, others may have remained loyal to the Empire. In every case, they endured as a symbol of a simple, profound truth: when we build something to last, its story stops belonging solely to us and becomes everyone’s.
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1830: THE PIONEERING TWIST
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The adoption of the Damascus twist method was one of the insights that positioned us as a true industrial pioneer. We refined an ancient and sophisticated technique that intertwined strips of iron and steel, heated and twisted together to create barrels that were not only exceptionally strong but also remarkably elegant.
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Anticipating Change Through Craft
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The introduction of this technique marked a pivotal moment in our history, highlighting our ability to combine craftsmanship and innovation while strengthening our reputation as both an industry benchmark in firearms and a pioneer of industrialization. It allowed us not only to recognize change but to anticipate it, placing our long-standing tradition of excellence and craftsmanship at the service of innovation, uniting functionality with beauty.
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1850: RESILIENCE FORGED IN CRISIS
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A crucial moment that carried us from destruction to rebirth: the year the Mella River overflowed, completely destroying the Beretta forge in Gardone Val Trompia. In the face of this catastrophe, we not only rebuilt but also established the manufacturing site that still stands today as the heart of our company.
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The birth of a stronger way
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Turning every moment into an opportunity for growth has always been one of our defining goals, a testament to our deep capacity for resilience in any circumstance. The intuition of Giuseppe Antonio Beretta, and the proactive way he responded to this disastrous event, led us to lay the foundations of a manufacturing system that became even more complete and robust, serving as the starting point for the many evolutions that would follow.
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1880: FIRST FIREARM SHOWROOM
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The world’s first firearm showroom was born from the visionary intuition of Giuseppe Antonio Beretta, who decided to create in Gardone Val Trompia a place that would serve not merely as a store or exhibition hall, but as a true meeting point between history, technology, and art, one that would embody and celebrate the legacy of a centuries-old brand.
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Before Marketing, There Was Vision
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But what does it mean to have created the world’s first firearm exhibition? This place, now known as the Beretta Museum, was not limited to displaying finished products. It also showcased our capabilities in manufacturing, prototyping, and the evolution of techniques, offering a complete portrayal of who we are. The idea, remarkably innovative for its time, was the understanding of how vital it was to represent and make our work visible. An intuition that anticipated the very concept of commercial communication.
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1903: MASS PRODUCTION, MASTER QUALITY.
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In this year, under the leadership of Pietro Beretta, we made a historic leap from artisanal tradition to modern industrial production. We understood that the future of firearms would not rely solely on craftsmanship, but also on the ability to produce at scale, to automate processes, and to merge technical mastery with industrial capability.
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Industry at scale, craft at heart
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In this way, we developed an industrial and serial production model capable of meeting the growing global demand while maintaining the standards of artisanal quality. Through industrial transformation, we were able to respond to major military and civilian contracts, positioning ourselves as a trusted supplier for governments and international markets, and building a reputation for industrial reliability and consistent precision on a large scale.
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1913: SUSTAINABLE BEFORE SUSTAINABILITY
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In a historical period when energy came primarily from fossil fuels such as coal and wood, our forward-looking vision led us to build one of the first hydroelectric power plants in Italy. This allowed us to generate energy independently and sustainably, drawing directly from the natural resources of the land that surrounded us.
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A New Way to Think Industry
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This revolutionary step allowed us once again to anticipate change and steer it toward a new way of living and thinking about industry: independent and innovative. In an era when the industrial world waited for innovation to arrive from the outside, we positioned ourselves as a model capable of moving beyond what already existed, envisioning the future with proactivity and initiative.
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1915: THE DAWN OF THE MODERN SHOT
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The creation of the first semi-automatic pistol, the Model 1915, was an insight that transformed our company into a global brand. It established a privileged relationship with the Italian Armed Forces and earned us a solid reputation throughout the rest of Europe.
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The Moment We Chose to Expand
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What else lies at the core of this idea that allowed us to go so far? It was the recognition of diversification as a key strength. By becoming less dependent on the civilian market, focused on products such as hunting and sport shooting, and opening ourselves to a new sector, we established a firm presence on the global stage and remained resilient even through challenging times.
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1933: SO1: CRAFTING LUXURY
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A year to remember: the SO1 is born, the precursor to the modern SO10, a handcrafted masterpiece and the pinnacle of our collection. This creation was driven by the ambition to enter the premium over and under shotgun market, until then ruled by other distinguished European makers.
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Italian craft claims the world
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The introduction of a luxury shotgun into the Italian market, entirely designed and produced in Italy, anticipated the trend of elevating hunting firearms to high-end objects, showcasing elite craftsmanship. This achievement led us to become suppliers of luxury hunting firearms on a global scale, opening markets in Europe, North America and beyond.
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1945: FROM BARRELS TO BUMPERS
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A bold move that led us to explore new frontiers and discover even more deeply our true essence. It was in the first half of the 1900s that we decided to push our boundaries once again and embark on an entirely new adventure: automobile manufacturing.
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Stepping Beyond What We Knew
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But why was this move so important? Because it further defined our company as an organization capable of daring, challenging itself, reinventing, opening new chapters, and stepping beyond its comfort zone. This chapter was brief, yet marked by the same dedication and technical excellence that has always distinguished our core production, allowing us to compete with other industries on an international level.
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1947: INDUSTRIAL MASTERY BEGINS
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A breakthrough year, marked by a successful insight that gave life to a new model, the ASE. With a spark of creativity, we combined experience and boldness to create a highly advanced and robust product, built to uphold the highest standards of quality and precision.
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The Essence of Our Philosophy
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What made this product iconic and representative of the company’s philosophy is its essence, both timeless and modern at once, expressed through the combination of advanced techniques rooted in industrial production and the unquestioned reliability and precision of traditional craftsmanship.
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1949: THE TURNING POINT
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A year in which everything changed, seeing us successfully reposition ourselves within the new postwar landscape. It was the year we recognized the importance of transforming into a joint-stock company.
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From Family Roots to Global Vision
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The transition to Beretta Holding marked the beginning of a new era. While keeping our family roots firmly intact, we embraced a modern managerial vision focused on international growth. This choice prepared us to face the challenges of a global market, a pivotal decision that transformed us into a world‑leading group.
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1950s: THE BRIDGE TO AMERICA
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At the beginning of the 1950s, we decided to cross the ocean to the United States, aiming to establish a lasting presence far from our homeland. This insight led to the creation of the American branch, Beretta USA.
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Claiming New Ground
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Expanding our presence to another part of the world was not just a geographical move, but also a way to take control of a territory full of opportunities. Expanding production allowed us to strengthen our connection with the global market, making us more resilient in the face of international dynamics. Moreover, our success in America gave us confidence and the momentum to export our model to other countries as well.
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1953: A LOGO FROM GENIUS
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And what if we told you that the historic logo representing our company was handed down to us by the artistic genius of Gabriele d’Annunzio? A creative insight that we were able to seize instantly, recognizing it as the perfect expression of our very essence.
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The Origin of Our Mark
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It was the poet who coined the expression "dare in brocca," meaning to hit the mark, symbolized by three arrows striking three targets. Inspired by naval battles, this emblem was carved by Marussig on the central pillar at the entrance avenue. D’Annunzio adopted it for himself, using it on letterhead, placing it on one of his cars, on the plane of his famous flight over Vienna, and even on the stained glass of Schifamondo. Since December 20, 1949, this symbol has officially become our logo.
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1956: GAME STARTER
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Participating in the Melbourne Olympic Games was a winning choice. We have always invested in the sporting quality of our firearms, and this insight finally led to an incredible outcome: the majority of winning athletes used a Beretta.
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The Start of Something Lasting
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This move not only gave rise to one of the main branches of our production, but also forged a lasting and profound connection with the Olympic world, forever changing our path. Innovation, investment, and growth are principles at the core of our thinking and actions, guiding us toward the realization of ever new and challenging successful projects.
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1977: THE AMERICAN BREAKTHROUGH
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Driven by the strong vision and foresight of Cav. Ugo Gussalli Beretta, Beretta USA Corp. was founded, becoming the group’s first true manufacturing and commercial branch in the United States.
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We went in to stay
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This move was strategic, born from a fundamental realization: the United States was not only a market to serve through exports, but also a key market in which to establish a lasting presence. This led us not just to sell in the US, but to become part of its industrial fabric, reducing customs and logistical barriers and quickly adapting to the needs of both civilian and government clients.
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1985: THE M9 ERA BEGINS
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We seized a unique strategic opportunity: to transform our expertise into a platform capable of meeting the most rigorous operational standards. This is how the model destined to become the M9 was born, chosen by the United States Armed Forces with an order of 457,454 units.
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A Global Recognition
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With the M9, we took our vision beyond borders, creating a firearm that combines precision, durability, and reliability under any condition. Its adoption by the United States Armed Forces marked not only a technical victory but also a profound recognition of our ability to anticipate challenges and respond with solid, innovative solutions. It was the beginning of a lasting relationship that placed us at the forefront of one of the most significant chapters in modern military history.
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1990: A NEW THREAD OF EXCELLENCE
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The importance of this moment lies in the realization that those who choose Beretta are not only seeking performance, but also a style, an identity, a way of living their passion. It was from this understanding that we decided to create our line of technical and lifestyle apparel.
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A Signature of Style
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Accompanying shooters in every one of their actions also means this: enabling them to express their passion in every possible way. Expanding our offering allowed us to give the brand even greater recognition, while at the same time conveying a distinctive style to all those who share our same passion, one made of elegance, technical mastery, and boldness.
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1995: THE DIGITAL GATEWAY
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In 1995, we registered our web domain: beretta.com. A revolutionary intuition for the time, when the digital world was not yet part of everyday life and the internet was still an unexplored frontier. Even today, the fact that Google would register its own domain only three years later, in 1998, shows just how far ahead of our time we were.
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Not Waiting for Tomorrow
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On that occasion too, we chose to look ahead, anticipating a change that would transform the way people communicate, share their stories, and connect. We wanted to be there with our voice, our history, and our products. And we wanted to do it right away. With beretta.com, we created a direct bridge to the world, bringing the identity of our brand beyond every geographic boundary, and once again we proved that the future is not something to wait for—it is something to build.
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1996: ONE VISION, MANY PATHS
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In 1996, Beretta Holding was established. It was a fundamental step that allowed us to grow with a broader vision and a solid strategy, guiding us toward new challenges.
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Growing Without Losing Ourselves
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With the Holding, we broadened our horizons and began integrating companies that produce goods related to ours, but that we had never manufactured directly in Gardone. In this way, we can offer those who choose us a complete ecosystem: from firearms to accessories, all the way to the most specialized solutions. It is a natural evolution, remaining true to our identity while expanding the way we are Beretta in the world.
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2011: BDT IS FOUNDED
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The founding of Beretta Defense Technologies (BDT) was a highly strategic move, allowing us to respond swiftly to the evolving global defense market.
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Meeting the New Demands
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In the 2000s, as governments increasingly sought integrated solutions rather than individual products, we were ready to respond with a complete offering that included firearms, accessories, and logistical support: a fully integrated weapons system. This allowed us to strengthen our leadership in the military sector and expand our markets and partnerships.
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2023: CRAFTING EXCELLENCE
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In 2023, we introduced a new way of telling our heritage: Pietro Beretta Selection is a collection that combines elegance and craftsmanship, a pure expression of our passion for excellence.
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Heritage in Every Detail
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Pietro Beretta Selection is more than a collection: it is a tribute to our commitment to preserving artisanal techniques and meticulously perfecting every detail. This line highlights the uniqueness of each piece through premium materials and refined design, created for those seeking not just a product, but an experience that unites tradition and innovation. It is the tangible expression of our desire to keep our heritage alive, offering products that tell stories of craftsmanship and dedication, capable of inspiring and enduring over time.
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2023: THE FIRST GREEN SHOT
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An important year, marked by an emblematic decision reflecting our commitment to environmental sustainability: the year we certified the carbon footprint of one of our products for the first time.
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Anticipating a Cultural Shift
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Why do we remember this event as an insight? Because it allowed us to anticipate a cultural transformation that would soon extend to defense, hunting, and sport, steering them toward an ecological shift. In this way, we demonstrated our ability to look beyond the product’s functional use and to credibly position ourselves within an entire process of cultural and industrial transition.
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2024: THE CHOICE OF CHAMPIONS
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A remarkable success, and a confirmation of the validity of one of our longstanding insights: becoming part of the Olympic world. In 2024, 14 out of 15 medals were won by athletes competing in clay target shooting with a Beretta.
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Strength Through Performance
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This success is the result of a long-term industrial vision, which had earlier led us to recognize the Olympic sport arena as an excellent field to demonstrate our technical superiority. It has allowed us to strengthen our image over time in terms of precision, reliability, and technical excellence.
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2024: 500 YEARS IN EVERY BARREL
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We began by forging barrels. Today, almost five hundred years later, we continue to do so, but with ballistic precision that is the result of experience, research, and constant innovation.
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Craft Unlimited
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Every Steelium barrel carries within it centuries of craftsmanship and the best of our technology. We use only our proprietary triple-alloy steel, processed through exclusive techniques such as deep drilling, cold hammer forging, and vacuum stress relief. The result is superior ballistic performance: reduced recoil, greater control, and more consistent shot patterns with any type of ammunition. This is how we shape our heritage, shot by shot.
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