01:31:54 · Jordi Hays, Max Siegelman, John Coogan
[01:31:54] S2: What about... What are you doing on the... Where where can... And do you spend dollars that's like maybe non traditional channels outside of retail? Like, you partnered with any, like, various groups or athletes on the on the, like, equestrian side? Or you... [01:32:12] S5: Yeah. We've never paid anyone to ever wear our stuff. We've had this, amazing organic adoption of athletes. Obviously, majority like New York, like the best quote of the NBA run was like we've become a additional logo of the New York Knicks. [01:32:28] S2: Yeah. Hey. [01:32:28] S1: How did that come together? [01:32:30] S5: We started doing a local license with the Knicks. Meaning like there's no like paper It's like they put in a wholesale buy. We sell in arena only. Can't sell through our channels or in person. Yeah. And we built up this relationship with them that was this in person release. [01:32:44] S2: And you knew they were gonna win the championship. [01:32:46] S5: Well, it's a risk take. Yeah. I mean, when Jalen first moved to New York, he became just like an organic fan of the brand, started wearing our stuff and like we became ride or dies before he was Jalen Brunson. [01:32:56] S2: And so
01:32:56 · Jordi Hays, Max Siegelman
[01:32:56] S2: And so [01:32:57] S5: so yeah, it's like a little bit of risk and luck and like relationship building. I think a lot of businesses are built on relationships before you start spending money. Yeah. And so so we've done that with the Knicks over the last couple of years which has been an amazing partnership. We just did a deal with Mitchell & Ness. We'll now allow and we haven't rolled anything out yet that allow us to kinda do any team, any league. So we'll start to do some more licensing opportunities, not just NBA and MLB which we've done before, but other ones which we're super excited about and they've been an amazing partner from the start. [01:33:29] S2: What about other other brands? Have you done any? I don't I I can't...
01:33:29 · Jordi Hays, Max Siegelman, John Coogan
[01:33:29] S2: What about other other brands? Have you done any? I don't I I can't... [01:33:34] S5: Yeah. We've done collabs with other brands. We've we also like we've done Super Bowl last three years or four years with Don Julio forty '2. Oh, that's good. Talking to we're talking to an auto partner now about a long term deal. And so I think like there's a little bit of a shift that's like how many collabs can you do and we try and release two things every month, whether it's our own season plus a special project or a collab, it doesn't matter how big or small it is. And so we've done a lot of these smaller quick release collabs and I think where we're at now is maybe, let's say, phase four where it's these longer term partnerships where you can put out, more releases over time or include them within seasons. And so like verticals like auto and luxury travel goods and things like Yeah. That I think are the things you're gonna start to see come about over the next couple of years. [01:34:21] S2: What about with other fashion brands, luxury brands? [01:34:26] S5: We haven't with any other. We have been in conversations with some that are Yeah. Very exciting. [01:34:31] S2: Like I feel like you guys should hold out to work with, like you gotta go straight to the top. [01:34:37] S5: Name a brand. [01:34:38] S1: Tap out. [01:34:38] S2: No. I just think there's a lot of there's a lot of brands that like would would basically want to tap into this like overall interest in like country like aesthetics [01:34:49] S5: Yeah.
01:34:49 · Max Siegelman, Jordi Hays, John Coogan, Praveer Melwani
[01:34:49] S5: Yeah. [01:34:50] S2: That are maybe like like you know, basically older school luxury brands that would wanna figure out an angle to do it in like Yeah. A more authentic way than just doing a show that's like kind of like equestrian theme. [01:35:01] S5: Yeah. I think like... But I [01:35:02] S2: can imagine like there's brands that would have like having horses actually walk in a runway show would be like insane. Yeah. [01:35:08] S5: Yeah. It's like you're in our office. I think like those brands that fall under LVMH, those brands that fall Yeah. Under Kering that you're kind of alluding to. I think like Yeah. We're one big project with one of those away from being recognized maybe more so in that bigger luxury space. But again, it's not a sprint, it's a marathon. And so I think like we've been in good conversations so that we've been noticed. [01:35:29] S2: Yeah. Yeah. [01:35:29] S5: And I think like we'll just continue to stay our path until it's the right time for it. [01:35:33] S1: It's cool. [01:35:33] S2: Love it. [01:35:34] S4: What do [01:35:34] S1: the AI companies need to do to beat Vinted in the App Store? Do you have any idea why Vinted is so dominant? [01:35:41] S5: I I don't. But honestly, the amount of AI that we use Yeah. In our office on a daily basis, especially our COO and lawyer who's definitely watching because he's a big fan Yeah. [01:35:50] S2: Does... Thank you.... For your service.
01:35:50 · Jordi Hays, Max Siegelman, John Coogan
[01:35:50] S2: Does... Thank you.... For your service. [01:35:53] S5: But not even just him. Even my wife is creative director like Sure. Building these things in Claude that fills into Monday and like the amount of things that we do and optimize as a six person team but it kinda feels like we need... [01:36:05] S1: Focused on... [01:36:06] S5: Yeah. And so it's been a big help for us. On the design side, like we haven't much yet, but it's coming, I'm [01:36:15] S1: But on the operations side, it's huge. [01:36:17] S5: Yes. Very much so. [01:36:18] S2: Yeah. Anything that like can be hand drawn, like it feels like it will feel like it'll... It will just naturally feel more right. And then if you can hand draw something and then reproduce it across... [01:36:29] S5: Yeah. I mean, one of the the graphic designers we use is still all hand drawn. I think there's something really good and special about that. And like going back to this logo, like [01:36:37] S2: favorite designs ever to get back is like something that, as much as I love Figma, like when a designer actually like draws something out and then you can see like that just like organic like you can... That has like much more character. [01:36:50] S5: The human touch. Yeah. Yeah. [01:36:51] S1: For [01:36:52] S2: sure. Other other SKUs? Like like like... Are you guys gonna do a bunch in like leather bags, leather goods?
01:36:52 · Jordi Hays, Max Siegelman, John Coogan
[01:36:52] S2: sure. Other other SKUs? Like like like... Are you guys gonna do a bunch in like leather bags, leather goods? [01:36:58] S5: Yeah. We haven't played in the bag game a bunch. I think the only leather pieces we've done is like belts and maybe card holders, wallets, passport holders, like Yeah. The smaller accessories. I think like the focus for us... Like people know us mostly for headwear. The focus for us over the last couple of years is building into our like luxury ready to wear. Yeah. We've done suits in May. I made a tuxedo and a suit for my wedding. My wife made her dress so like maybe wedding wear is is on the horizon. Cool. Not yet. [01:37:29] S2: That's not [01:37:29] S5: like an announcement. It's not happening. But like Except for the beats. I would say the focus for us has been like the ready to wear, the outerwear, the luxury loungewear Sure. And like kind of like your everyday wear. And again, it's it's not yeah. It's part of our our fall winter coming out soon. We had Jadakiss in our fall winter release. It was great. He made us look good. But yeah. And that's been the focus and we'll continue to expand it and do some more probably female specific SKUs too. Like I think a lot of people see us as a very male dominant brand where we're, like, pretty close to fifty fifty, which is a good spot to be at. So... Very cool. [01:38:05] S1: Are hats somehow, like, building a brand on easy mode to some degree? Because the hat is one item where the logo is expected. [01:38:16] S5: It's the billboard of your head. The billboard of