Be-freckled American comic book hero Archie Andrews of Archie Comics is set to meet a decidedly bloody-looking end this July.

The death is set to appear in issue #36 of five-year-old modern series Life With Archie and while nobody (except presumably the writers) seem to know what circumstances lead to his death, creators have described the incident as a “heroic” one.

“This story is going to inspire a wide range of reactions, because we all feel so close to Archie. It’s the biggest story we’ve ever done, and we’re supremely proud of it” said Archie Comics co-CEO Jon Goldwater in a statement last Tuesday.

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Of course, comic book logic doesn’t work quite like real world logic, and accordingly, comic book death doesn’t work like real world death, so if fans of the series find themselves mourning too hard, they can turn to one of the other 15 Archie series for a dose of the colorful lothario.

Similarly, Archie’s death won’t even put an end to Life With Archie, with subsequent issues planning on detailing its aftermath and Betty and Veronica’s inevitable decline into depression, self-harm and, eventually, suicide. (NOTE: This is an untruth.) (SECOND NOTE: That said, with the way Archie Comics has been going in recent years, who’s to say?)

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Archie’s imminent death marks the latest in a long line of grittier storylines for the series, which in turn marks a significant tonal departure for a narrative which, at its most dramatic, saw the eponymous lead struggle with the eternally relatable and devastating choice between two markedly different lady friends. Hard-hitting stuff.

Still, as a much-beloved series which has formed part of the fabric of modern American culture, it’d be difficult to claim that this is a loss lacking sadness. RIP, Archie. May you continue to battle with your interpersonal relationship management in heaven.

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