People just grab, they want to grab onto something and just run with it because they want to stay relevant for the moment. So there's like just, I don't know, the top 10% of brands are just never going to participate. And people like rip their logos off stuff and offer like, hey, this is on our money jeans, but we're going to just take the logos off and you can saw one's whatever jeans you want. Oh my God. It's bonkers.

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