 How do you do that though? How do you do that? By giving kids access. By saying, instead of it being this limited edition, 100 products only on my site. You can go get it at Urban Outfitters. You can go get a version of my shit at Urban Outfitters or Foot Locker or Nordstroms. And that's Nordstroms, Urban, Foot Locker, like all different types of tiers. God, so you put it everywhere. But that's all different product. It's all a different experience. Foot Locker might be a totally different experience than Nordstroms. And it's all that idea that those shoppers don't overlap. But I also recognized very early that Swaley or Bad Example, like Scott Disick ended up wearing the brand or like these random celebrities were getting the product, not from me sending it to them by their stylish walking into Urban Outfitters, because those people, that's where you go shop to get the cool Gen Z, whatever. All that stuff was ending up on people because it was sold at the store that many people shop at. And by giving myself a wider range, I was able to attract a wider range of audience. And I recognized through all of that, sure, you can go really hyper specific, we could say like, I like making beaded bracelets and I'm going to go focus on the beaded bracelet market for girls from 16 to 24. But it was like, no, I want to make a unisex brand that's just about positivity, DIY, you know, kind of culture and this idea of like being super transparent with everything you fail and succeed on. And that is being human, you know. So just trying to make a brand that felt like a friend. When you were working with these other brands, was this really obvious to you? Was it so obvious that they were basically like straight down the middle, they believe this was like, I can see this in tech where it's like, here's our audience 25 to 34, 70% male, they make this much money. We're just going to keep going with them and we're going to join them on their life journey. Yeah. I mean, we even have to keep ourselves in line sometimes because I'll get a sick idea to go make something crazy. But I'm like, this isn't not our business, you know, we need to focus a little bit. Okay. Why do you think most brands miss this? I think it's because of like how to connect with an audience, more of like being everywhere, more of a shotgun approach. Because everyone's so focused on the product, everyone's so focused on how do you move more? How do you sell more? And by doing that, no one's being creative in the process. So you're saying they have the wrong target. So for you, the way you look at it is create something that's, you spend a lot of, most of your time on design, creating an excellent product that fits. We spend a lot of time on marketing. We spend a lot of time on like what the experience is and like how can a, you know, a kid come into our ecosystem, not feel forced to shop and just like come in and hang out. Come sit at this table with us and come talk. You can talk to us for a month. Then you might decide to buy. You might talk to us for six months and never buy from us, but you're still engaging. You're still pressing like you're still seeing what's going on and you're telling your friends about it. And one of your friends might buy it, you know, and I'd rather that than to be one of those brands that's like, I need to get you every drop, you know, because that's a very focused consumer. And if you fail for them a few times, you've lost them. But for us, you don't care if our product isn't the best one for you because you realize one of the future drops might work for you and our content will be fun to watch.