Yeah

... all, if not most brands, you know, the more specific we can be on who we're targeting, the, the more successful we are.

I, I look at it this way.

From 1913 to about 1965, Stanley really sup- supported the American workforce.

We were on job sites with, you know, the folks right here in New York City, frankly, who were building the Empi- Empire State Building and, and other things.

When quick service food and fast food and vending machines became available, the, the company at that point pivoted mid-60s till really about 2020 into enabling and fueling, you know, American outdoor adventures.

The, the era that we're in right now, we really call the hydration era, which is leading in hydration, focus on the female consumer, really disruption in a category, as I said, with innovative products, but also color and design and material.

Yeah.