What, what's the, what's the kind of practice, what's the exercise?

Oh, my goodness.

Um, how long have we got? For me, the way I do it is, um, truly about, like, okay, cool, like, fashion.

A lot of my, uh, concepts for collection come straight from fashion, music, watching that and, and, like, you know, listening and looking at fashion shows consistently throughout the year.

And then I'll get sparked by something really cool that just sets off.

Like, a, like, the last collection we did [laughs] actually came from a Stone Island campaign that they're still doing.

It's super cool.

The thing is, I think, with American Crew is that, like, obviously from a global brand perspective, you have to feed every single country or every single market in the world, right? Um-