 Well, let's go back to to the name change. So you were originally Chinatown market, right? Yeah, and how long did you have that name for November 2016? Okay, so initially from what I've read is that you Were inspired by the the markets in the Chinatown section of District of New York City Specifically the t-shirt shops on Canal Street, which are very much like you can buy fuck you fucking fuck shirts I love to York like it's like all the novelty like bootleg fun like just T-shirts for lack of bedroom. So it was a fair to say that you liked the do whatever you want like slab it on a t-shirt like that You know that freedom the rapid creativity that you were trying to emulate and inspired by so like when when did you start? Seeing pushback on the name. When did that start to become an issue if you've had it since 2016? You know, I think that there there would sometimes be like conversations But I think you know, it it takes certain conversations to help open your eyes in a larger way because when I started the brand It was like, oh, yeah, I'm not creating something to hurt anyone Like I'm doing this thing because it's inspired by t-shirt shops on Canal Street in New York That's in Chinatown and so, you know, you start to like build up this almost like framework like oh Yeah, nothing when I'm doing wrong, but then if you start to have those conversations Which I think we started within the past year was like close friends of mine, you know people in the industry and You know for every one of those kind of people there was an opposite Where I would have it my friend who is Chinese call me and be like fuck that, bro You got to stay as with this is like they don't fucking get it and I'm like that's nice, dude But like this isn't about me Fighting some good fight over a name that I created out of in five minutes out of some like moment It's recognizing that I got to listen to people who may not be my customer may not even care or anything But it's affecting them and recognizing that first and foremost is key to this whole thing because I think like You could easily ignore all of it and be like screw it We're fighting the good fight protect the brand But it was like no we had to listen in the community make sure that we transition smart and left it behind with respect So that we didn't just tarnish the name of Chinatown. We tried to say hey No, we recognize that's not a name for us to own. Let's leave it behind with respect Let's work with these different organizations to make sure that we're donating in that time and through that transition making sure that Yeah, as I said doing it right so sure it was definitely a wild time and you know a huge question mark going through trying to figure out How to rebrand a clothing brand that's been established and all that kind of stuff But I think landing on what market was it recognized that we're not changing who we are We're not abandoning the brand of what where we came from. I think it's just all about Continuing to solidify who we are so as we double down on that stuff It's just Continuing to be who the brands always been and that's kind of the nice part is like by having market We're not losing market out of our name and you know as well I don't think people really realize like how much the craziness of getting a new name was and that's not a pity or anything But I think like people are like, why don't you guys have a new name yet? What's up? And we're like, yeah, actually it's because trademarks take a really long time or you know three times lawyers told us Sorry, it's not gonna work. Yeah, well in that vein were there other names that you considered. Yeah I mean, I won't share like I might still use them But you know, it's one that I will share is like my first clothing brand was originally called ice cold New York I then at that time was shut down by these guys who owned the own the trademark for ice cold and clothing Those guys never used it ended up becoming an abandoned mark I literally have the word ice cold tattoo to my arm because that's what I thought the brand was gonna be called Then I had to change the name to I see and why which then became this thing of like I see New York You know, I mean as visibility night riding like it was the greatest audible in my life So it's kind of funny and ironic that I've had to change my brand name twice each time You know my first brand I changed the name because I originally was ice cold New York So I launched it the whole thing had to change the name this time change the name and I'm like goddamn and you know Like but at the same time that goddamn has nothing to do with like, you know that experience I think it just has to do with yeah, man Like I just want to be creative and make products that people love like I'm never here to go create something that would Offend people or hurt, you know, especially an underserved community like that And it's like, you know, when you really took a step back You had to recognize like Chinatown's were in a place where you chose to live You were relegated to live there That was somewhere where you were forced to live because you couldn't live or anywhere else and some families did not have that choice So in that experience I had to recognize that and you know That's through lots of conversations and making sure you're not just hearing the story you want to hear