Yeah.

Like, how are we ever going to do that? But, you know, I think for us, we were just, like, really intentional, um, and approached everything with-I, I think a difference, um, between, um, John, my co-founder John, and myself and sort of the stereotypical founders, like you definitely have the founders out there that are like, "I know what people want before they even know they want it." Like, "I'm a visionary and I just know." John and I are like the opposite.

[laughs] Um, we always joke that like the only thing we know for sure is that we are absolutely wrong, but the good news is that we can work hard, we can listen, we can iterate, and we can get it really right.

And I think that really has, you know, has, has been an approach that has underpinned our entire journey.

So like for example, uh, our first almost four years, we were really stubborn about being D2C only.

We got offers, um, from everyone.

Like every like dream retailer came knocking saying they want to talk, saying they wanted to bring our products into stores.

Sustainability, the planet, business, anything.