Recorded at Retention Science Studios.

This is not your average entrepreneur or e-commerce podcast.

And he's not your average host.

This is The Story of a Brand with your host, Ramon Vela.

Make something that lasts a long time

and both physically and trend-wise.

So if you're making trendy things,

they can be well-made and they can be really beautiful

and they can be made of premium materials.

But if they're trendy and that trend

sort of goes away quickly and that product sort of sits in the shelf in a very short

amount of time and you know I use this equation around use per wear, you know, it's not

really what you pay for the thing, how much you wear it and then sort of divide that number of what you paid for it

to by the time you wear it and you'll find like in grades case like people wear it every day.

So it's got a great value in these per wear.

So responsibility was not our core thing when we started, but we were doing it organically

and then we started to realize,

hey, it's our job to do our part as a business, to be as responsible as we can as a company.

We're doing most of this stuff anyway. And let's sort of like lean into that and make sure

we're using materials. In addition to all the things we're already

doing, like, let's make a thing out of recycled plastic. There's no reason we need to make our knit

shoe from virgin plastic. So we launched that about a year and a half ago. We're coming out with

...