I think it's always about this audience. And what appearance of the company attracts, like what you're attracted to. How do you navigate that in terms of presenting a brand? Well, it's a question. If he wants a company that you think is trustworthy or like, if you want one that seems ethical, like, how do you navigate that for him? I'd actually trust someone who's wearing ethically made clothes, like secondhand clothes because I'd be like, oh my God, they actually care about fast fashion.