So for us, just being the best is not going to be enough for us to win. Yes, we have over One hundred and fifty years of experience of making jeans within our company, and we make one of the highest quality handmade jeans on the planet. And yes, our natural indigo dyed selvedge is made by Kuroki who hand dip it ten times until the dye gets to the very core of the cotton, so they age as beautifully as a jean possibly can, but it’s not enough to win.
For us to win, we have to come up with ideas that challenge the Status Quo of an industry that had its most innovative day back in 1886. Our ideas will be how we build our company. Our ideas will be how we get people their jobs back.