 So I think over the next year, you'll see quite a few extensions of our brand, some of which will stick around and many of which won't. Some of which will just be a one-time enjoyable experience for us to launch something new into the world. And others will become part of our core business and maybe a significant part of our core business. So an easy example of that being that we launched masks a couple weeks ago and it quickly became our number one selling product for the last three weeks. So I think we'll see that evolution and iteration happening quite a bit but you know within our playbook not in any sort of inauthentic way. So you go and you know everyone goes on lockdown and you decide to launch masks as a product. How long did it take you before as a team you were like okay we need to move in this direction and was there a problem in getting supplies with with everyone being interrupted because I heard a lot about supply chains being disrupted and things being put on hold just because not that they weren't available but because they were hard to get from point A to point B. Did you experience any of that in creation of the masks as a product? Yeah we experience I think all of that. You know we shut our stores down March 11th and I think summer on March 20th or so we kind of got word that this PPE shortage was happening. Our first instinct wasn't until well over a month later you know closer to a month and a half. We didn't think at all about selling we never thought we'd sell masks I mean even on March 20th when we kicked that off it was how many can we get to local Boston hospitals and we ended up putting a lot of our own money forward raising money from our customers and ended up donating over I think it ended up being 40,000 respirators and another 30,000 masks are on the way. It was only once we caught our breath and had delivered 40,000 masks that we even thought about selling the first one and realizing hey we still have a we you know we just built the supply chain overnight you know for donations. Now that the donations are starting to kind of be you know we're continuing to donate one you know one for every sellout sale. Is there an opportunity for us to make this part of our core business and go from there? That's exactly what happened you know we decided on March 11th not to furlough or fire anybody. We have 30 retail staff members at those six doors and for for their livelihood and for our economy we decided to keep them all fully on payroll and so we had to make sure we kind of took care of our business. As soon as we took care of our community our next thought had to be how do we make sure we sustain our business and that's where selling masks became an option. Hey everyone thanks for checking out that clip. If you enjoyed it be sure to hit the like button down below and if you're interested in hearing the full episode it's out right now on our YouTube channel. We've had a lot of great guests come on this show before and we've got a lot of great guests coming up in the future so hit subscribe so that you don't miss a single episode. In one final note we're always looking for new ideas and new companies to feature on the show so if you know of someone or know of a company write us a comment down below letting us know who they are and what they do and be happy to have them on the show. Until then I'll just be here waiting for your comments so uh see you later.