Dove figured out that if you make stuff that doesn't go out of style, you make classics or basics. He abandoned the idea of only selling classic stuff and tried to ride waves of trends. The big mistake was making a t-shirt requires eight sewers,. Making a button up like this, 40 sewers. And so not only was he switching towards pieces that were less profitable but they would take the teams off the core efficiency. So it's a really timeless business story. It's like you drift out of your lane, and then you crash.