Just take a few wraps off, bro.

Yeah, because if you think this is going to be some glamorous thing and I'm not going to work for anyone and I don't answer to the man, and I would put it in context of what Mallory and I did, our scenario was like, all right, let me paint this picture.

If I were to tell you that there's a 7% chance of success in the very beginning, For five straight years, you're not going to make a penny.

For every hour that you're not doing your military job, you are going to be focusing on this little infant baby that is a business.

You're going to get less sleep.

You're not going to be going out to the bars with your buddies when everyone else is having a good time on the weekends.

When you're going on vacations, you're working the entire time.

No.

So let's just start there.

Perfect.

Yeah.

So I co-founded the company Born Primitive.

We're an apparel brand.

Started with workout activewear and we've expanded into a ton of different categories.

We have performance footwear now and jeans and flannels and tactical and hunting, outdoor, all kinds of categories that have done really well.

So maybe just give us like a brief synopsis of what that looks like compared to maybe how you did it or how most people do the business without investment