Will they sort of make it good on the consumer front? What do you do?

Well, you know, our products are pre-sold to retailers and are bundled in our own business, in our own retail stores with other merchandise.

And so we can't change the prices on this stuff.

So we basically ate the cost of the tariffs in 2025.

And then, of course, we had some help from our vendors.

So when we look at what we're going to be doing with the tariff refund, We are quite conservative.

We have a really strong balance sheet, which was strengthened by the return of the tariffs.

Overall, though, Tim, have tariffs changed the way Colombia is investing, whether it's sourcing, automation, entering new markets?

Did you ever imagine that you just have the length and longevity in the NFL that you had?

You never really know, right? Looking back, you know, I wish I had a better sense of what my career was going to look like.

But when you're in the throes of it, man, it's day by day.

I mean, I was, when I went to UConn, you know, being a local kid from Xavier, Middletown, Connecticut, and trying to make my impact felt at UConn and then having it kind of crumble right in front of me.

You know, I started a handful of games.

We were never really a great team.

I never played well.

Is it going to be weird for you on a Sunday to just like turn on the TV and watch a game?

And Tim hopes that when the Big M decides to take its stand, there might be strength in numbers.

So there was a number of defendants in court the day when we made our first appearance.

I understood from talking to their counsel that at least some of them were going to challenged the law based on the charter that had just come out.

But to our surprise, one by one, they stood before the provincial court and entered guilty pleas and paid the princely sum of $40 as the fine at the time.

It was only my client that, really as a matter of principle, said no.

My clients really thought the law was improper.

And we want to challenge this law.

But the dissenting opinion makes the stakes clear for Tim.

So number one is what kind of questions are you asking? Like, what, what, what's, what's a good strategy for drawing out useful information from your retail partners? And then number two, what kind of things were you hearing that made you think we've got to start thinking differently?

differently?Well, um, it, it is about asking.

So we would, and still do frequently, take prototype garments in advance of a season and show them to retail buyers, and they're more than happy to tell you whether or not you're on the right track or, uh, you're off track or whatever.

Um, and they'll tell you, you know, what price you need to be at with your, with your products, and, um, you know, how, uh, w- what people think about your brand.

So all that stuff is, is knowable if you're willing to go just ask people, and they're more than happy to give you advice.

And, um, so you can't rely on one or two people, but we found that over time, individuals who maybe are, run a small retail store, somebody who's doing the buying themselves, and they're, they're observing what's happening on the floor, they can tell you, "Hey, I, I just saw five people walk up to that garment because of its color, and three of them bought it, but two didn't like it." You know, whatever it...

You can find out a lot about, about that kind of activity, so-

I guess, how do you step back and, and, and think about strategically what the voice of your brand should be at any one moment, and, and what do you advise others to think about?

What are you gonna do to make it so it turns?

Well, we have to really focus on our business in the US.

I mean, we've got a substantial business here.

Um, it's, it's more heavily weighted to wholesale than it is to our DTC, and we just need to lean into it much more.

There's, there's been a lot of consolidation in the US, way more than in Europe, although we see that happening in Europe as well.

But we just need to get the right product and the right emphasis on what we're doing in the US.

And one of the things we're doing is we're, we're teaming up with a guy who's fun.

Right