It's only within the last few years that REI has done some dramatic reimagining.

We have men's and women's clothing, but we also have unisex clothing and we have non-gendered, which we just call adults.

And it's a completely new size chart.

This is a ton of labor, but this is the way REI is trying to make sure that more people are comfortable.

I think we had three or four sizes in our sitting bags, and now we have nine sizes.

We think this is gonna be something the industry's gonna start to adopt.

But the thing that was absolutely unlike a fashion company was that at REI, there is a laboratory.

We have tons of lab testing in there, including a cold room, and we have a rain room.

We have a mannequin that's-

They were selling actual military gear.

As early as 1944, REI offered army steel frame packs, like, literally army packs, army pup tents, army crampons, and army over mitts.

So we actually sold those in the store.