Jens Grede

But product is everything.

So years before we launched the company, we started in product development, really going all the way down to raw material.

thinking about how can I bring a product at an exceptional quality and feel at an affordable price.

And that was my whole focus.

Because the companies that does solve it, I mean, I'm talking a lot about Vivori today, but that's probably because... It has a very distinctive feel.

Well, it's more comfortable sometimes to make an example using others.

And I think they've done a good job.

They're kind of the anti-skims because they're not so marketing-led.

They were...

really leading through fabrication.

And your experience was probably someone told you about it, or you walked past a store, or a friend of you wore it.

They have gotten to a similar place just through the strength of their product, been around longer.

In the end of the day, product really is omnipotent.

For me, any venture that I'm involved in as a founder or as an investor, I'm just laser focused on the strength of the product.

I don't care about anything else.

The product is everything.

I come back to culture and the whole company was built on product franchises.

You don't really know what people will be gravitating to right out of the box.

I felt incredibly strongly about what we had done.

But when we came to market, there was this moment, maybe a couple of months in or a month in, I think we had 2 million customers on waitlist for product and we had no product left at all and no product coming.