That's changed now, but do you still feel, is there still correlation between male and female, almost hiding in black for individuals, the color being a representative of personality? How would you correlate the styles and the contrast with different demographics and personality types?

Yeah, we try to, like with clothing alone is very different.

So clothing and apparel and footwear is slightly different.

With apparel, we have brands like Satisfye, Saw, Bandit that are our key drivers.

We all still have, you know, some Nike, some Adidas sitting there as well, the higher tier products.

But it's down to what's... what's going on on their on their you know um campaign yeah what everyone's seeing like we find that bright colors for us don't work very well at the moment you know that might come coming around we have shoes coming in shoes are uh easier to see um Brighter colorways are okay.

Some maybe not.

How are you going to ensure you're growing at a sustainable rate, even when, as you say, running for the next generation isn't necessarily seen as social or as cool?

Yeah.

And she was leading a couple of run clubs.

And then we were both just constantly being asked.

And we were sat outside a coffee shop in London, in East, outside Flying Horse with our mate Phil.

He's like, you should open a store over there.

And we're like...

Probably should, eh? That would be pretty sick.

Have you ever run into certain difficulties about building community? What's one of the biggest challenges that you faced through trying to construct community first?