Mm

... stand up to time out there.

So, you know, just to, you know, touch on the like, uh, we call it the room service program, but um, it really goes to the fundamentals of how and why we've opened stores.

We opened stores for a very different reason than most, I think, D2C brands have.

Um, you know, you saw, you saw this behavior coming out of COVID, all these D2C brands that were like, "We're gonna open up a bunch of stores and that's what's gonna save us." And then basically you saw them all closing these stores a year later because it didn't work.

Fundamentally, most brands think that stores are like some sort of a brand awareness channel for them.

They think I'm gonna plop a store in the middle of, of Soho in New York City, and the people, they'll just come.

Hmm