So maybe you can talk a little bit about where we're seeing the directional thinking on some of these points of sustainability and accessibility.

yeah yeah um you're right i mean i think brands have a have a lot of challenges um ultimately they are trying to grow which is about being more available which is about being uh mentally available you need to come to mind but then you need to be physically available you need to be within arm's reach of desire, you know, that kind of thing.

So, um, there's, and there's lots of things that hamper that kind of challenge.

Um, you know, attention essentially is, is what people are looking for, but how do you cut through and how do you make people remember? Um, the best way to do that is through a story.

You know, people, um, won't remember what you told them, but they'll remember how you make them feel or they'll want to get to the end of the story.

So that's kind of what brands are looking for.

That's what kind of cuts through.

There are reduction, there are lightweighting, there are some of your samples here, but where are you seeing the balance between sustainable structural efficiency versus still need a brand story, I still need it to look good, I still need embellishment, I still need things to touchy feeling and feel premium and, and, and tick those boxes for a Gymshark versus a Sharper Tilbury or a Chanel or something like that.