Well, let's dive into it and hear what Daniel Ervér had to say to Jack when he went to visit him up in Stockholm.

H&M has been about making the inaccessible accessible, and that is giving the customer access to a value you otherwise wouldn't get.

And that's a combination of the price, but equally so the design, the quality, and sustainability ambitions.

The promise we give to our customers, regardless the price point, for that price point, you will get an unbeatable value for money.

That means sometimes we sell a leather jacket for two hundred pounds, but for that price point, it's an outstanding quality they get access to.

And then we have a family where your kids are going back to school, and you need to find your, your, your polo for the kids to go to school, and we want to offer that at five pounds because we believe everyone has the right and should have the opportunity to dress well.

So that's our firm belief, and that's sort of the, the core promise of H&M, that we create this accessibility across the different price point.

So how much emphasis are you gonna put on sort of fabric innovation going forward?