Jay crew found a slice of that pie that felt like good American good taste without a lot of the tackier baggage. People got kind of tired of catalogs and they started going to another place for their fix, which was the malls. The shopping mall, it's just, it's the definitive space of the 1990s. And Jay crew is a little late to the party there, right? Arthur Senator and his daughter Emily are really instrumental in running the business as well.