Invest Like the Best with Patrick O'Shaughnessy - Jens Grede - Building SKIMS - [Invest Like the Best, EP.431]

Episode Date: July 1, 2025

My guest today is Jens Grede. Jens is the co-founder and CEO of Skims, the shapewear and clothing brand he co-founded with his wife Emma Grede and Kim Kardashian. Our conversation left my head spinning. Jens has this remarkable ability to be both creative and commercial. He puts brilliant frameworks into plain terms and knows consumer like the back of his hand. Jens explains how pop culture is the only remaining hack to the consumer economy in our fragmented media landscape and describes today’s cultural shift as "clamoring for comfort" in uncertain times. We discuss individual voices trumping institutions, moving at the speed of culture rather than corporate planning cycles, and why big brands will increasingly win. Please enjoy this fascinating discussion with Jens Grede. For the full show notes, transcript, and links to mentioned content, check out the episode page⁠⁠⁠ ⁠⁠⁠⁠here.⁠⁠⁠⁠⁠⁠⁠ ----- This episode is brought to you by⁠⁠⁠⁠⁠⁠⁠ Ramp⁠⁠⁠⁠⁠⁠⁠. Ramp’s mission is to help companies manage their spend in a way that reduces expenses and frees up time for teams to work on more valuable projects. Go to⁠⁠⁠⁠⁠⁠⁠ Ramp.com/invest⁠⁠⁠⁠⁠⁠⁠ to sign up for free and get a $250 welcome bonus. – This episode is brought to you by⁠⁠⁠⁠ AlphaSense⁠⁠⁠⁠. AlphaSense has completely transformed the research process with cutting-edge AI technology and a vast collection of top-tier, reliable business content. Invest Like the Best listeners can get a free trial now at⁠⁠⁠⁠ Alpha-Sense.com/Invest⁠⁠⁠⁠ and experience firsthand how AlphaSense and Tegus help you make smarter decisions faster. – This episode is brought to you by⁠⁠⁠⁠⁠⁠⁠⁠ Ridgeline⁠⁠⁠⁠⁠⁠⁠⁠. Ridgeline has built a complete, real-time, modern operating system for investment managers. It handles trading, portfolio management, compliance, customer reporting, and much more through an all-in-one real-time cloud platform. Head to⁠⁠⁠⁠⁠⁠⁠⁠ ridgelineapps.com⁠⁠⁠⁠⁠⁠⁠⁠ to learn more about the platform. ----- Editing and post-production work for this episode was provided by The Podcast Consultant (⁠⁠⁠⁠⁠⁠⁠https://thepodcastconsultant.com⁠⁠⁠⁠⁠⁠⁠). Show Notes: (00:00:00) Welcome to Invest Like the Best (00:05:18) The Power of Pop Culture in Business (00:09:28) The Role of Individuals vs. Institutions (00:11:27) Cultural Shifts: From Hip Hop to Country (00:18:36) The Resurgence of Fallen Brands (00:24:33) The SKIMS Origin Story (00:33:42) Building a Strong Product and Brand (00:36:14) The Partnership with Kim Kardashian (00:49:18) Effective Content Creation in Popular Culture (00:50:55) Decision Making in Real-Time (00:51:35) Leveraging Popular Culture for Brand Success (00:57:28) The Role of Networks and Individual Voices (01:14:38) The Future of Status and Digital Influence (01:16:20) Investing Insights and Long-Term Views (01:20:39) Scaling SKIMS and Future Plans (01:23:52) Reflections on Entrepreneurship and Personal Growth (01:29:49) The Kindest Thing Anyone Has Ever Done For Jens

Most software companies try to maximize your time on their app to juice engagement. Ramp does the exact opposite. Ramp understands that no one wants to spend hours chasing receipts, reviewing expense reports, and checking for policy violations. So they built their tools to give that time back, using AI to automate 85% of expense reviews with 99% accuracy. And since Ramp saves companies 5%, it's no wonder that Shopify runs on Ramp, Stripe runs on Ramp, and my business does too.

To see what happens when you eliminate the busy work, check out Ramp.com slash Inverc. Hello and welcome everyone. I'm Patrick O'Shaughnessy and this is Invest like the Best. This show is an open-ended exploration of markets, ideas, stories, and strategies that will help you better invest both your time and your money. If you enjoy these conversations and want to go deeper, check out Colossus Review, our quarterly publication with in-depth profiles of the people shaping business and investing. You can find Colossus Review along with all of our podcasts at join colossus.com. Patrick O'Shaughnessy is the CEO of Positive Sum. All opinions, expressed by Patrick and podcast guests are solely their own opinions and do not reflect the opinion

of positive sum. This podcast is for informational purposes only and should not be relied upon as a basis for investment decisions. Clients of positive sum may maintain positions in the securities discussed in this podcast. To learn more, visit psum.vc. My guest today is Jens Greed. Yens is the co-founder and CEO of Skimps, the shapewear and clothing brand he co-founded with his wife, and Kim Kardashian. Our conversation left my head spinning. This was one of my favorite conversations in years. Yenz has this remarkable ability to be both creative and commercial. He puts brilliant frameworks into plain terms and knows consumers like the back of his hand. Yens explains how pop culture is the only remaining hack to the consumer economy in our fragmented media landscape

and describes today's cultural shift as clamoring for comfort in uncertain times. We discuss individual voices, trumping institutions, moving at the speed of culture rather than corporate planning cycles and why big brands will increasingly win. Please enjoy this absolutely awesome discussion with Yens. I have to start with the name of your holding company, which is popular culture, which I think is the coolest name for a holding company I've encountered, and demands the opening question, what trends in popular culture do you think are the most interesting today? Well, first of all, thank you. I have always wanted to have a really cool name. Mission accomplished. And you're probably

the first person who's commented on it. So 15 years later, I finally got that recognition I was looking for. So I appreciate it. You got it. I named my company popular culture because I'm a real child of the 90s pop culture. Growing up in Sweden, you partly grew up in Minnesota. So you know the feeling what it's like in January to ride your bikes to your friend's house. And I would ride my bike to my friend's house to watch Beverly Hills 9-210.

and Baywatch and we were sit there and eat chips. Could you imagine yourself living like that? Could you imagine yourself being at the Peach Pit? But I was a real child of the 90s. Pop culture and skateboard scene and music. I've always been obsessed with it. As I got older, I would say the red thread in my career has been the ability to work in the intersection of pop culture

and commerce. First, from my first chapter on behalf of my clients and later on in life as an entrepreneur and as an investor, I have believed that pop culture today is really the only hack to the consumer economy that we have. For me, that was the obvious name because that's what I do. When you say hack to the consumer, does that mean the means through which to reach them, build something for them and make sure that they know about it. It was really hard to reach a critical mass of consumers today.

If someone gave you and me a billion dollars to start a vodka company, we can call it winter warmth. And we spent that on TV and billboards and on meta. We wouldn't have half the brand recognition that Dwayne the Rock Johnson have for his tequila company, Taramana. You tell me, what's the value of Dwayne Johnson? It's a billion dollars, or is it five? It's really the only way today that you can reach a critical mass of you as consumers,

not just building awareness, but building a sense of knowing what the company stands for and what the brands trying to do is for personality and it is for culture. And I think today, as we have lived through, the fragmentation of media, My social media feed looks entirely different from yours and entirely different from my wives. We are consuming different news from each other and often very different opinions from one another. If I'm into fly fishing, I can live in a fly fishing world where fly fishing is the most important thing in the world. I can watch fly fishing shows and engage with other fly fishermen. I truly believe that fly fishing runs the universe.

The only two things that cuts across really is pop culture and sport. And I put sport in the culture bracket. Sport and culture is the only two things that generally tend to cross all those boundaries in society today, being political, racial, religious boundaries that society has drawn up. And I think in many cases, the algorithms have strengthened. Can you talk about the difference between the role of individuals versus institutions today versus, say, the 90s when you developed your interest in pop culture? It seems like that change has been seismic and really important for businesses. I don't know if the consumer makes as much of a distinction today as we used to.

When we grew up, a singer was a singer, an actor was an actor, a brand was a brand, soda maker was a soda maker. a clothing company was a clothing company. Brands and individuals had very little agency to move past the box the consumer had. But the minority that they had themselves worked within. There was just very little room. I think we made a high distinction between a corporation and an individual. My sense is, if you ask a 20-year-old today, they make very few of those. distinctions. Not only can you be a wrestler who becomes the world's biggest movie star and a

phenomenal entrepreneur. The lines between these disciplines, they have been entirely blurred out. Ryan Reynolds is a movie store, is also the founder of a mobile phone network. I don't think that would have been the case 20 years ago or even 10. The consumer don't really mind. In fact, I think in a world where we have a distrust generally for authority and where truth is somewhat debatable. The importance of an individual, the voice of an individual has probably never been higher. I think we see that from the business I'm in all the way to the Oval Office. Having a strong voice in culture today translates into a strong voice in consumer, but also a strong voice in politics. I want to stick with culture for a moment and ask what you think drives the major

changes. You and I've talked before about the change from hip hop to country as like a big theme of changing culture in the U.S. and around the world. What is behind changes like that? Is it people that drive it as a confluence of forces? What is the input data that you watch to figure out how things are changing and why? Everything we have around us is a reaction and a count. And a count. counterreaction. I don't think that just goes for music. I think the current political climate is a clear counterreaction to the previous four years. That was the reaction to the previous four years. I think the same thing is true for pop culture. What I'm seeing quite interestingly, where pop culture used to be more contrarian to the establishment. The 90s was about being.

contrarian to the establishment. It wouldn't matter if it is nirvana or public enemy. The establishment was somewhat the enemy of the young. Today, we live in a time where I see pop culture moving more in lockstep with the establishment and, let's say, where the wind is blowing, there I say politically, but just in terms of what we put first. In a world today that Most people really consider quite threatening, scary, uncertain. I just watched the movie Mountainhead. I heard about it. I haven't watched it yet. It's worth a watch. It's a good satire.

It's clear you spent some time with the stereotypical billionaire master of the universe, gods of tech. I think that movie, however exaggerated it is, and how much it prays on our fear about the future. But that's how people feel. That's nothing new. I go back to Stanley Kubrick's Dr. Strangelove, which was about the prospect of a nuclear war,

which really, if you ask your grandparents, defined the whole life. These consequential moments that we are now experiencing, they experienced, and I would say they were, probably more intense, the Cuba missile crisis. It's a highly intense moment and the struggle between the political philosophy of Western Europe and Eastern Europe.

That's a long-winded way to say that today I see culture moving with politics in an America-first agenda and in a time of technological disruption and uncertainty, we are clamoring to those things that makes us feel good. Olive Garden,

country music, Applebee's is booming. Banana Republic is having the best year in probably decades. Abercrombian Fitch. Abercrombian Fitch. Somehow. Back from the dead.

Exactly right. We recently did a diner in L.A. called it the Skims Diner. We took over a classic drive-in diner and we transformed it into a Skims experience. But root beer flowed. and waffles stacks high. And we, in five minutes, I think we booked this place out

for 10 days from morning to three in the morning, from 8 a.m. to 3 a.m. Every table went in four or five minutes. People were lining up for any spare seats all around the block. And it's just that feeling of comfort. You ask any 12-year-old or 14-year-old today, what's your favorite TV show? You'd be surprised how many people say friends.

you're just clamoring for that less threatening, warm nostalgia that those shows and those experience gives you. I really think that it's technological changes and the uncertainty about the future that has driven this pop culture moment. That's really, if you think about it, has moved more from futurism to nostalgia. Futurism, we haven't really seen.

seen for quite some time. We're not hopeful about the future quite as much as we used to be. Right now I'm obsessed with diners because I'm a disciple of popular culture, so I'm listening to country myself. I've had Morgan Wallin in the car my way here. But I love diners because diners is one of the few things that now they're retro, but they weren't a restaurant concept that I was born out of nostalgia, like Italian food. diners were hyper-modern, modernist structures. They were all about the future. It was in an era where cars were inspired by the space race.

They were inspired by rockets. And it was all about this promise of what tomorrow had for us. And we were certain that this generation was going to be so much greater off than the generation that had lived through the Second World War. and I think today generally we are fearful of the future rather than optimistic. I think we should be optimistic about the future. Winston Churchill, he once said, I'm an optimist because I see little used to being anything else. I'm definitely an optimist.

If the transition has been from hip-hop to country in music, what else goes in that bundle of related cultural touchstones with hip-hop? You touch them to the comfort and nostalgia being why the new cultural touchstones have worked. What about the ones we've transitioned away from work less well? I think it's reflected in sports too. I remember, was it eight years ago, 10 years ago? But remember when there was a lot of talk about CTE? I'm not so sure all parents still want their kids to play football.

But it was really a conversation. There was this feeling that the NFL was somewhat in trouble. Was NFL going to go the way of boxing? Today, that feels laughable because NFL owns sports in the same. country. NFL is the biggest sports league in the country and college football is the second largest sport in viewership numbers in this country, far ahead of basketball, for example. To me, it seems pretty consistent. Football, Taylor Swift, Morgan Wallen, Olive Garden, Chili's, has been in the news recently, they're killing it. We all want sliders and it's a very

consistent cultural moment that is lining up with the overarching feeling of society, which is, of course, more protectionist than it's been in the past. And it's probably a counterreaction to globalism, which much like technology did not work for everybody. Speaking of cyclicality, the Abercrime-Fitch story for some reason is just fascinating to me that this was this very fallen brand that defined your and my upbringing, but then went the wrong way

and somehow has been resurgent. Tell me about what you think, learning about that story or watching that story, and I'm curious, in general, what other fallen brands might be able to make a comeback and how through learning from the story like that one or Binan Republic or others. Oh, I love this question,

because it would lead me into something I really want to talk about, big wins in this. era. I must have told anybody who wanted to listen five years ago to buy Abercrombie. I think it was worth $700 or $800 million at the time. I think there's a big difference between what consumers care about and a consumer story and what is a Wall Street financial press story. Ironically, they don't seem to impact one another very much. If you asked consumers about the Abercrombie, I think they were going for a very tough time.

Abercrombie, the founder was in all sorts of hot water. He was in all sorts of trouble. Even more trouble now than he was done. But if you ask a 20-something consumer, if that would have impacted their purchasing behavior, common sense would say it would, but I never see it do. Victoria's Secret is right up there too. They had an Epstein connection because the founder Les Wexner had one. They had totally lost that connectivity with a customer.

Their fashion shows felt outdated. The way that they portrayed women felt outdated. The whole concept in the early 2020s felt really out of step with our times. And everybody said it's over. It's not over. They're doing just fine. Now, the street are still working on the thesis of that story from 2020. Nothing has shifted Wall Street's views of Victoria's secrets.

But the consumers go to any mall in America. And you see early 20-somethings with a Sephora bag, which is a darling from a financial press point of view, and a Victoria Secret bag. they are unaffected. We tend to overanalyze a little bit and think that things really matters to customers that don't really matters to customers. We know that Coke isn't great for us to drink with every meal, but Coca-Cola themes to be doing just fine too.

Yeah. If you think about this idea of why big wins, what do these brands and these trends teach you? And what's the core idea? I think big wins and I think big will increasingly win. This is the time. for so many different reasons. One, going back to what we spoke about,

which is popular culture being one of the only hacks in a consumer economy. So first going back, we have been in an era of brand creation with Shopify and other tools, making it incredibly easy to start a business and through meta and other platforms, very easy to find an audience that cared about what you were doing. Today, the algorithm is not favoring loyalty, is not favoring necessarily who you followed two years ago or five years ago. It favors who you recently follow.

It favors what you're talking about over breakfast with your partner. It favors things that you have engaged with, that you clicked on. Maybe something a friend sent to you and you watched it three times and now you're getting served tons of lookalike. content. It does not favor brands making content. It's not putting that in front of its followers. I don't know how many people you follow. Maybe I follow 1,200. Do I see content for more than 200 of those? Never. I don't. Sometimes I think, oh my God, I haven't seen something for so long. Did they stop posting? Of course it didn't. It just moved past me. Just didn't favor it. So as we went from a social media to really an interest-based algorithm.

That was pretty devastating for young brands. It was very, very hard all of a sudden to build a community on social. The way that eight, nine years ago was very possible. Skims were one of the few larger brands that was able to build a community through social and get to a critical scale where we could pay our way. but today you have to pay to play if you want to be seen. The other part is distribution. I've seen post-COVID in shopping has really returned to 2019 levels.

In the end of the day, it's 80% of physical store business and 20% an e-commerce business today, generally in America. So people ask me, why do you want to open so many stores? And I said, I don't want to be the 20% business. I want to be in the 80% business. But opening stores is incredibly expensive. It consumes a lot of capital to build stores. If you and I was trying to start a retailer, we would really struggle to find the financing

and being able to open a nice store in a good location. Just unaffordable. Big wins, especially large retailers, large restaurant chains with a big footprint. It's almost impossible. today to recreate. It's the perfect time to talk about how you broke through, how skims, which is, what, five years old, it's not terribly old.

Yeah, coming up to six in September. Yes, almost six. Yeah. But you're extremely young business. Kindergarten age. Kindergarten age. Yet you've broken through this difficult landscape. Just tell us the entire origin story of how.

And whether or not that's the model for, if you were an entrepreneur sitting here today with a blank sheet of paper, what from the skim story could be borrowed and applied to productively to break through? I have a distinct feeling that if I try to do it again, I wouldn't be successful today. When it comes to disruption in consumer and especially retail, it's more connected to changes in supply chain and consumer taste than the brand itself. It's not that a brand comes along and then the world.

shifts or mobilizes it around the brand. It's far more common that changes are happening and the brand is in the right place at the right time. They say luck is when opportunity meets preparation. And I think that's true. Timing is just one of those things that are beyond our control somewhat. I ultimately have to believe that the way we make product, the strength of what we do, the value, proposition that we offer our way to market would ultimately have had the same result, but I very much doubt it would have been on the same timeline. Going back for history and I'll get into why this was the right moment, Les Wexner, who is one of the godfathers of American retail, created Victoria's Secret,

Bath and Body, Express, Abercrombie, Hollister, and more. Was it the brands it created? No, it was the fact that it coincided with malls being built in the 80s all across America. And all these great malls, the Mall of America, for example. The very biggest one. There's a lot of storefronts. These malls needed fresh concepts for their customers. less understood this opportunity and created and bought companies and developed these concepts that he could replicate time over time over time with favorable economics in all of the malls that was built in America. He's a genius of retail.

I'm just saying none of those retailers would be around if it had. hadn't been for the expansion of the American mall. If you're into luxury, Ralph Lauren, Donna Karen, George Armani, Versace, Gucci, Dolce Gabana, I can go on. All happened within the same five years. Some of them might have been started slightly earlier, but it was a distinct period of time where they expanded. And that's directly linked to Sacks. and Neiman Marcus and Barners because these designers were able to sell their goods and finance their goods for something called factoring

where you get the money before you get your invoice paid, creating a positive cash flow, which is why someone like George Armani still owns 100% of his business. That could not be replicated today. It was a unique situation and a unique financing model that led them to be able to retain the full own, ownership and scale their companies to a critical size.

2008, in the aftermath of the financial crisis, people wanted designer values, but they wanted to pay less for them. Enter Michael Coors, Torrey Birch, Dragon Bone, the expansion of Coach, and all of these companies that today makes $5 billion, $10 billion, $15 billion businesses. There was a change in consumer taste. that's kind of well documented. What no one talks about is, do you remember all the diffusion lines,

D&G, harmonic change, all of these diffusion lines, and there was only a couple of companies behind it, and they went bust. All of a sudden, all over the world, there was all this floor space for these lower-priced designer goods.

They grow for those businesses and this change in distribution. All coincide. In America, we had the J.C. penny's and the gap, and they were disrupted by the Europeans in the techs that own Zara and H&M. They had a better supply chain. They were able to get trend at the lower price to the American customer. Faster. What is sheen? It's an even more efficient model. It's a supply chain

and software company that is masquerading as a retailer. They found an even more efficient way to make and supply trends at an even lower price. Technology, disruption in supply chain, distribution, those things is what makes brands happen. With skims, it was a combination of a few things. So one, I saw this very large part in retail, in underwear, in lounge. I saw that people were changing the way that they dressed,

not just on weekends, but life was becoming two distinct wardrobes, one that is very soft. I'm not sure if you wear a Vooori. Of course. It's a great brand. And I'm sure when you come home tonight, I'm going to change into it. There you go. So you have two wardrobes, and you will have one at home and you had one out or one at work. And the one at home started spilling in over your life.

So that's one thing that's happening. Consumer tastes are changing. Incumbents had gotten stale, discounted, They weren't leading with innovation anymore. It was multi-packs. Even though it was cheap, we were paying a lot for not very much. So I saw the opportunity to really lead through innovation in the supply chain and built a business based on fabrication because what you love about Viori is the way you feel.

It's the feel as you're wearing the product. way the fabric will feel too skin. I'm getting a little scientific on this, but I'm getting to a point, which is that is just as powerful as the difference in taste between Coke and Pepsi. If you buy something that's not V-W-W-W-W-W-W-W-Ry, I promise you, you'll feel the difference, because you know exactly how V-WR is meant to feel. Well, that's Coke and Pepsi challenge. It's a distinct sensory experience, like the first sip of Starbucks, feels a certain way, the first sip feeling. I saw the opportunity to create that in this category, in the beginning primarily for women, and now, of course, for everybody, and really bring out a company that was a better alternative.

It might be slightly more expensive, but still affordable. I think about Starbucks a lot. when I do these things. I think Starbucks, to me, is just a phenomenal innovation company. Many of the things we take for granted, like a Frappuccino or Pumpkin Spice Latte or Starbucks inventions, and they're incredible at building these franchises.

What they've done in the last couple of years with refreshers is incredibly powerful. And I took that analogy to my company, and I said, I want to be the Starbucks. And the lesson there is the adaptability, the driving of franchises within the bigger brand? What specifically? It's about doing something that is worth the extra bit of money it costs.

Because I'm sure you have coffee. If I ask, could I have a cup of coffee? You might have coffee here. I'll get that for free. In fact, every office building in America has free coffee. My office has free coffee. Pretty good ones too. But I still think the Starbucks is worth my $5.50 or $6.

It's at a premium, but it's still available to me. It's still affordable. And I believe that the quality difference is worth the difference in price. That's a philosophy that I think runs like a red thread through all of my thinking, which is how do I make just a phenomenal experience for what you're paying. I'm less focused on the price. I'm more focused on what you get for your money. Can you talk about this concept of house taste? and how it is developed over time, and how that relates to the first sip feeling, the feeling on the skin of the Vauri,

the distinctive sensory experience or whatever that a consumer brand allows for and how that relates to taste. I'm fascinated by this topic. House taste is a dangerous, dangerous thing. I collect wine. I love wine. Every winery I go to,

they truly believe that their wine is the best in the world. Why do they believe that? They often have worked there for 10 years, 20 years. So they drink a lot of their own wine. And safe to say, they've developed a wine that is perfect for their palate. Therefore, they truly believe their wine is the best in the world because every other wine they try will not taste as good as the one they make.

House taste is, therefore, a dangerous concept for any company. You shouldn't get high on your own supply. you certainly shouldn't get too in love with what you're doing. It happens pretty easily, and I see it with a lot of entrepreneurs, a lot of founders. They are really in love with their own product, and to spend a lot of time convincing or wanting to convince everyone they meet why their product is the best in the world, rather than letting people tell them what they think about, what they make. And I was aware of this. So what we did out of the gate was just really creating a very strong feedback loop with our own community,

not losing ourselves necessarily in our own house taste. The customer is always right. What was the mechanism for that? How did you actually build that feedback loop? Really for social. Some of it you can do through process. And that's good. But culture eats process.

just the culture of a company that is open to outside feedback, I think that has to come from the top. If I'm open to feedback, you will be open to feedback. And down the reporting line, it will go. Assuming that if a customer feels a certain way, it's warranted because they feel a certain way. And we talked a little bit about the conditions that made skims possible, the supply chain, the technology.

You mentioned Sheen, which I think has 10 times better, unsold inventory performance than the next most relevant. So the business is much better and not getting sucked in by house taste as positive feedback. I'd love to talk about the other side of the equation, which is the brilliant partnership with Kim, how it was established. The phrase I've heard before is the king that became a kingmaker or queen that became a queen maker. I want to talk about the origins of this relationship, maybe even going back to the first conversation you can remember having about this idea and tell us that story to begin. The whole process was very organic.

I've had the pleasure of being part of a few startups for my life. And when it's at its best, it happens organically. And when it's too contrives or you're trying to force a good idea, like, what should we do? It tends not to work out quite so well. She really had an aesthetic point of view on what she wanted to make. And I had a point of view what was missing from this category. from a price, position, innovation piece. From her point of view, very much aesthetically driven,

certain solutions and things that just wasn't available in the market that she wanted to bring to market. Through a series of conversation, we just ended up in a place where we were just doing it. I don't know if there was ever, let's do this thing. It was more like, oh, we're definitely doing this. thing. When you're an entrepreneur is not that you want to do something, is that you cannot not do something. You wake up and you just cannot leave it alone. And once she showed me aesthetically what

she wanted to create, I couldn't get that out of my head. I had finished the previous chapter. I had sold my businesses. I was in my late 30s, semi-retired. I had been walking around for maybe a year, two years. I was still the chairman of a group with an Omnacom at the time. I was really trying to search for it. What am I going to do? What am I going to do? And then once I saw what she had in mind,

there was no question about what I was going to do. This is what I had to do. Was it a specific feature? Was it a look? It was a world. It was just stepping into a world that no one else owned. aesthetically. I spent my whole life talking in these terms. I understand it might seem very clear to me when I say that expression and less clear to others. What I mean with stepping into a world,

when you go into Ralph Lauren, you're in Ralph Lauren's world. It's very clear where you are. You could take all the signs off the walls and you know where you are. When I saw aesthetically what she wanted to do, it was just instantly identifiable. Distinctive. Just the look. It was just so distinctive. The color world, the architecture, the attitude towards women, how to lift people up. It was inclusive without ever having to say the word.

It wasn't a decision. It just was naturally. It was so distinctive. I just had to help bring that to life. And so what was step one? You step into a world and then you have to go make products and start to distribute them. What was that first chapter defined by? I think there's two distinct steps starting a company.

One is a hell of a lot more fun than the second. Dreaming. First is the visualizing. It's gratifying. It's fast. You start putting together this mood and design. and all that's incredibly gratifying. It's fast.

And then comes the second step where most good ideas goes to die, which is the execution of bringing that to life at the right cost. I've been in this world for my whole life. It's what I do. You have interviewed some of the most unbelievable investors and I'm sure founders. And if Sam Altman wanted to build another product,

he knows how to do it. is what he does. Yeah. I can put together exceptional talent to build an exceptional product. There were all this full of communities, and I have mine. I can build an exceptional team that helped us have an exceptional result. That's second nature. We're all good at something.

I've been relatively good in my career, starting with a blank piece of paper, and I'll figure it out. In my head, I make sense of the scramble. I can articulate the mess into a step. step one and a step two and a step three. And what is that process? What is literally going on in your head? What are you literally doing in those early days to bring some hoarder to the messy chaos

of possibility that hasn't been executed yet? Part of it is probably intuitive. I'm a very objective person. I can remove myself emotionally from pretty much any situation and just really look at it very matter of fact. and that's incredibly helpful. When you start something, you need to have a healthy dose of nevitee. That's important.

In my business, experience helps. It's very physical. For me, it all starts with a product. I was trained as a marketeer. My whole first chapter of my life was one of a marketeer. And if you ask me, who am I today? I probably still identify as a marketeer, first and foremost, but I know it's role.

It's lipstick. In the end of the day, it's only there to accelerate or to accentuate something that is already there. And I always say that you have to create a product so great that you will still get to the same place with or without marketing, just on the strength of the product. loan. Sometimes when I've hired people into marketing functions, the trick question is for them to tell me the last ad campaign they saw from Tesla. They struggle with that question because Tesla don't make

advertising. It certainly hasn't stopped them. I think the product is omnipotent, it's number one, two and three, and everything else we do is just to aid the awareness and selling of that product. But product is everything. So years before we launched a 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 it.

we wore it today, but that's probably because it's a very distinct in 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. We walked past a store or a friend of you wore it. They have gotten to a similar place just through the store.

strength for 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. What was the biggest breakthrough that you remember in the product development days for the early skims products? Was it a specific material? Was it something else. 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 two million customers on wait list for product and we had no product left at all and no product coming. There was this moment for sure when I realized that it really had hit the nerve, that our timing had lined up, people genuinely loved the product, the world that we built was highly desirable, and it was one plus one, plus one,

wasn't free, it was 100, all of a sudden. It was just asymmetric, the amount of interest that customers had in the brand than six years in, I think Skims is a far more important company culturally than it is the size of a business. We're still a small company for what I believe is a very big brand. I like this phrase that you've told me before, which is that by nature, you're the sort of person that likes to take yards, not inches, which makes me wonder about that you had this incredible opportunity early on to make a huge splash through Kim and others for a lot of people to know about

this. How did you orchestrate that and talk a little bit about her and your idea to not just have it be about her, but have it be a platform for other people like her to spread the brand around the world. I think it's such a cool idea. Kim is incredibly clever. She doesn't get enough credit for what a great executive she is. She's very smart. She's a public person. She's also a private person, a celebrity, probably one of the most famous people in this world. She's also a creative director. I think we share some of that objectiveness. She can very much compartmentalize, I believe, the different roles that she plays and draw lines between the different areas of her life. We were both very aware that if you want to build something with longevity, if you want to make something that really matters, it has to be a platform.

It can't be about one person. I remember showing her a picture of this kid in an American city wearing a pair of beats headphones and a pair of Jordans way before we launched. And I said to her, that kid has never watched Michael Jordan play basketball, nor do they listen to Dr. Dre. Yet both of those companies would have been impossible without its founders. So the work to make Skims a pop culture platform really started day one, because we knew it took time.

What made beats, beats was LeBron wearing it between the bus and the locker room. What made Jordan, people say, oh, Jordan, or they called skims in the early days, a celebrity brand. And I said, that's fine. Is Jordan a celebrity brand? It is. It's just 40 years old at this point. It's the fact that the Jordan platform allowed other athletes that shared his competitive spirit. and athletes that were connected to culture,

and you kind of know what the Jordan athlete is about, the Jordan brand is inspired and built upon Michael Jordan's importance in popular culture in that era, and has become a platform in pop culture for 40 years as a result of it. I'm paraphrasing slightly, but I believe that 20 years ago, ago about 14, 15% of American teenagers wanted to be a professional athlete. Today, that number is more like 3%. But almost 20% of American teenagers today wants to be a creator or an influencer.

Well, if you tell me, isn't Kim Kardashian the Michael Jordan of the influencer generation? I would say she is. She deserves to have a brand that is inspired by that. and a brand that we live on in 30, 40, and 50 years as a platform in popular culture, just like Jordan is in sport. What have you learned about that transference from the original source, Jordan, or Dr. Dre, or Kim in this case, to others that share some set of common features, the competitive spirit for Jordan? Teach me about what you've learned about doing that effectively and how to borrow the original source

and transfer it to other fantastic athletes and musicians and people that you work with. I've got to put that to Kim because she's a participant in popular culture, not an analyst or someone who is trying to figure it out. She is it naturally. Are this position different? Corporate America looks at what they do and they overanalyze it and they invest time and money in research and decision-making and to build consensus about who to endorse and what to do.

They try to create content that everybody can be happy with and sign off. And then they put it out in this world. No one cares. No one really cares. But it's also one year later. It's like if my wife asked me what I want for dinner on first day on a Monday, I don't know what I want for dinner on first day. It's Monday.

Popular culture is dairy. It goes off. The first thing we did was first go at it. Not everything we do is going to be successful. Not everything is going to track. We don't optimize for what is going to work and not work. That sounds simple, maybe counterintuitive. But if you want to be in the sight guise, it's about doing rather than not doing.

It's about action rather than inaction. So you do more, rather do less. The second thing is just the decision-making process. You can't operate six months in advance, a year in advance. It's impossible. But imagine if we operated six weeks in advance. Well, six weeks in advance. I know who's going to be nominated for the Oscars.

I know who's likely going to be up at the Grammiss. I know that the next season of White Lotus is coming out. I know when the season finale is going to be. So when you're operating much more in the immediacy of popular culture, your chance of being effective increases exponentially. So if you think about some of the stuff that we've done at Skims, last year for the MBA, the face of Skims was Shagiel Alexander. That was his breakout year. This year was Donovan Mitchell. Last year, we featured Patrick Mahomes and family over the holidays.

We didn't know he would win the Super Bowl. He wins the Super Bowl every year. You could know that year. Exactly. But when we featured Usher, we knew he was doing the halftime show. When we had the Italian girls that played a pivotal role in the season before last of White Lotus, it was clear that they were the breakouts. So what's the decision making?

process. It's very simple. I love White Lotus. Wouldn't it be cool? Wouldn't it be cool? If the two girls that we're all a little bit quietly excited about were our Valentine's couple and we took them out of the show. I think going by what are we interested in, what do we want to see, what are we excited about, you can ask me right now this afternoon, what I want for dinner, I would have a pretty good idea of what I fancy. Public culture is the same thing. I know right now what I want to see. Then the only thing stopping us is our ability to attract the talent

or the opportunity to do it for us in that moment. Then you have to take a lot of chances. Not everything is going to hit. We had Sabrina Carpenter one week before she went number one with espresso. I wish I was one week later. We are really working with as a team, as a company, as a culture, what do we want to see right now? And then we try to make it happen and we're not trying to hit it out the park every single time. If you like baseball, Shawy Otney, greatest baseball player probably ever lived, even though I'm sure that's debatable.

He doesn't hit the home run every time he steps up to bat. That's us. We don't hit the home run every time we step up to bat, but we hit them often enough. I love the simple device of wouldn't it be cool. It is as good of a process to determine what to do as anything else. It's just that our culture and especially when we are responsible founders and executives, we love the idea that we can control an unpredictable outcome. We can't.

If we could, every LTV to KAC model that you ever saw, all over the past 15 years what I worked out. And let me tell you, I haven't seen one. What does it require on the operational side to be able to deliver against the wouldn't it be cool strategy, whether that's supply chain, marketing, operations, distribution? It seems like the system needs to be able to accommodate that fast turn. You build that muscle. You build it over time. It's not hard in the beginning. Small companies can do remarkable things. Every founder would, tell you that what the first 12, 20 people can accomplish is unbelievable. And what the next

thousand can accomplish is disappointing. Why? What is it? You've done this a number of times. What happens in that transition that makes that true? As a company grows, there needs to be disciplined. There needs to be a sense of structure. It needs to have a sense of process. They're necessary. but if you're not very, very careful, they'll kill what made you special to begin with. I think that's true for any sector. What about the pricing of distribution represented by these great partnerships? You mentioned what's Dwayne the Rock Johnson worth? $5 billion.

Is this asset well priced, or is there still enough arbitrage for brands? How does Donovan Mitchell, I'm a huge fan of, know his own price? How do you think about that dynamic and how it evolves? I have never spent too much time worrying about the ROI of one singular opportunity. I think if you do, two things can happen. You can be right and positively surprised and next time you make a mistake. Or you can be disappointed leading you to think that you're, overspent and therefore pull back and not do the next one. I come back to a little bit.

Wouldn't this be cool to do? Am I proud of the result? Am I excited about it? Do we think it represented a brand well? I think those things are more important. And again, just the pace of output, constantly being in the conversation. The hard thing with building an e-commerce company is that we don't own any real estate. The real estate is the mind share. keeping customers' attention is incredibly hard. We take in an enormous amount of messages in our daily lives. When we were kids, we took in a fraction, not a percent even of what we're taking in today. When I say the Coke Pepsi Challenge, you know what I'm talking about.

Have you seen the Coke Pepsi Challenge? They might not have done it for 30 years. I have no idea when the Coke Pepsi Challenge even happened. Yeah. But it's stuck in my mind. If I say the album cover of Nirvana, never mind. Okay, you can close right to see it. I have no idea what an album cover is of any artist in the last five years.

Things can be incredibly important for an hour in our culture today. I can't change that. The only thing I can do is I can increase the output. I've heard you use a phrase post-truth media. What does that mean and what are the implications of it? There are two folds. One, you don't necessarily trust what you read, even from a trusted news source. That could be misguided, but that's how people feel.

I'm not talking about what is fact and what is not fact. I'm talking about how most Americans feel about what they read. They're skeptical. We have gravitated to individual voices as a source of information. but also as a source of a singular truth. You can be a disciple of Elon Musk, or you can be a disciple of AOC, and you're far more likely to believe either of those two

than the Washington Post. What do you think the implications of AI on that whole trend? I'm assuming you think maybe it makes that even more true, that we align ourselves with people and a coherent perspective, which, whether or not it's correct truth, it's continuous and coherent. Absolutely. It's the only way to go.

The power of the individual is only going to strengthen in this current culture. There's no doubt about it. However, we probably have to ready ourselves for a time where if Elon Musk says it, we will be debating if he actually indeed did say it. Unfortunately, as a result of deep fake, we are probably going to be skeptical of everything we see soon enough. And I believe in the power of networks. I believe in closed networks.

We follow individuals and we will make sure that they are saying it and we'll take their words as gospel. I think it's already there. I've long wanted to invest in a company that made it possible for Elon to digitally sign and verify some piece of content. So if anyone listening, that makes a lot of sense. I would love to back something like that. Of course.

It's going to happen. And ironically, the way we watch television now is we watch it over a period of time. The whole premise of the movie Mountainhead, and I'm not going to give away any spoilers, don't worry. But it's the premise about four tech founders in a remote hilltop house. One has just made these AI tools available where we cannot tell what's real and what's not. And the other person has exactly what you're saying. He has the technology that can validate or invalidate content.

That is essentially the premise of the movie. It's a satire, just like Dr. Strange Love was a satire of a dark future. However, it's hard not to think that it's incredibly important to validate information that we're getting, increasingly. Say a little bit more about the power of networks and what you believe is powerful, especially set in today's environment or the near-term future. I see it in chat groups. WhatsApp has emerged as a much more powerful tool of information sharing. One chat group that Sondheim has, D1, which is the famous one.

It's the famous one. I would think it's one of my more trusted sources of information of what's going on in our economy today. When there's critical events happening, I turn to that chat group. I find it highly important. informative. I respect the voices, ultimately the individuals in that group. That's a power of a micro network, but it's incredibly important. Obviously, we always had micro networks, our community, our church, our basketball team, friend group networks have always existed. But these larger closed networks with a thousand members or a million members, but it's closed, they have a lot of power.

I think Reddit is emerging as a platform with a tremendous amount of power today. Let's say I snapped my fingers and skims disappeared and you had to go build another company in a vertical where you could apply some of these same ideas and models that needs it, a place that's stale or has gotten stagnant. Where would your instinct pull you today? I'm very excited about the creator economy. I think we are in the early inning. of the creator economy.

I'm an investor in several companies, but one that I have been a little bit more involved with is one called Passes, which was founded by Lucy Gou, who was a co-founder of Scale AI. She's built a platform for creators to directly monetize their audience, their fan base, and I think that's incredibly powerful.

I think we're in the beginning of talent, building and monetizing their own networks. It could be a network around fly fishing. It could be a great chef. It can be an athlete. It can be a pop star. So it can be a thousand members. It can be millions of members.

But I really believe in the power of that closed, more intimate network where we engage directly with someone we admire, a voice of authority, someone that inspires us. there's a real need for it today because going back to the social algorithm, they are really not about following as much as they're about entertainment today. I think talent or creators have realized on the social platforms that they don't really own their audience anymore. You don't really own your following. I'll give you a challenge. You can do it after.

Go and look at three different artists that say, say one has 5 million followers, one has 20 million, and I'll give you a name of someone that has, let's say, 300 or 400 million, you'll find the exact same amount of engagement. How's that statistically possible? Well, it is because engagement is being spread. The size of the following doesn't matter so much anymore. So that audience, someone has built, maybe spent 10 years building that size of that following, but now they're actually unable to communicate with that following. They're not getting through.

If you're 400 million followers and you say something, 400 million people is not going to see it. Only a fraction. I have no opinion if that's good or if it's bad. It's clearly good. Otherwise, we wouldn't have moved away from it. It is what it is.

And I'm sufficiently entertained. I'm a very happy customer of Instagram. It's a fantastic product. I'm excited about it. Having said that, of course it creates this opportunity to build these networks where you have your own captive audience and then can monetize that audience. I'm trying to think of places that had this iconic, the equivalent of the 400 million and are in a hard spot, or might be in a hard spot. If you were the economist or the Wall Street Journal or the Financial Times, what would you do against?

this reality. It was about the brand. The economist doesn't publish bylines, but I can't name you a Wall Street Journal author anymore. I used to be able to name lots of them. I think you started in magazines. In the UK, yeah, several. And so I would love to hear a little bit about that. What, if anything, is left from that era that might still be applicable today? And what you would do if you were the economist or something? I don't have all the answers. This is a tricky question because I believe that news organizations have an incredibly important role within society. I think it's a shame. Some of it they did to themselves, partly because of what we're talking about.

They had to create journalism that was clickbait. That's saying, show me the incentive and I showed a result. They had to create incentive structures for the people working there to get eyeball. on what they were doing. I think that changed things. This is just my personal opinion. I'm not a highly political person. This is not me making a political statement in any shape, way of form. I'm just objectively observing that during the first Trump administration, what he often refers to as mainstream media, saw it as an existential threat. They took action that over time, in many cases, undermine some of their editorial integrity,

or at least that's what a large part of America believes today, rightfully or wrongfully so. As we went into COVID, they just were not able to put the genie back in the bottle. I was listening to the All In podcast, and I can't remember which one of the guys that said it, but I thought it was very insightful, and I'm paraphrasing again, that said that journalism became activism. And I think maybe it did for a period,

of time. It's been pretty hard to put that back in the bottle today. What do you remember most fondly from your magazine days? It was just a wonderful thing to do because it's the storytelling. It's the sense of discovery. And then storytelling, I used to work with GQ and the editor of GQ in the UK was a guy with Dylan Jones. And I think he probably was one of the greatest magazine editors of all the time, everybody worked at GQ, were frustrated with him at times because he said, I knew Arctic monkeys were going to blow and he wouldn't write about it or I knew this was going to happen and I was so excited about this, that. And then he said no. He knew that he was the top two percent of readers,

but he was a customer of his own journalism. So there was a moment in time when he was, he got it, it was never first, but he wasn't supposed to be. It was supposed to be in GQ when he knew about it. And he taught me this idea of not to break things, you didn't have to be first, you needed to be at the forefront of your own customer. That thinking has really reflected on most things I've been involved with. I'm not so worried about always being first, a product being first or first-mover advantage. I think it's sometimes phenomenal to be number two or three. That can be a much better plate to be, in fact.

I'm focused more when I think it's right, where it resonates with me. And I'm not necessarily on the cutting edge, but I'm probably the tip of the spear of mainstream. And the other thing, working for a magazine called Wallpaper in the UK, under the guy who founded that magazine called Tyler Brulet, I learned two things. One is that a magazine can be a reflection of your own interest in your own life. And wallpaper just was a total reflection of what we as a team were living through in that moment in time. And I think that's what made it so powerful. It also taught me that you can't hold on to a good idea. Meaning when you're early on something,

when you found a different way to communicate or speak or create product, everybody's going to pile in. You have to continue to transform on your way up. Because once you plateau, it's already too late. A guy that made a big impression of me was a guy called Pierre Ivesal. He was the chairman of the chairman

of Louviton or LVMH fashion. And he said, Jan's the secret to our success is that we always transform on the way up. And there's a truth to that because you think how we operate is as long as it's good, we don't want to change. And then when things plateau or trails off,

human nature are optimistic. So we go, it's a moment. We'll be back. We were first. We did this first. they will remember it. It's going to come back. And then it doesn't come back.

Then we start thinking about changing. And then by the time we're actually, have implemented any change, things are already going down. Who fires a CEO when a company is growing? Almost nobody. Sometimes maybe we should. The next just fired tips.

An hour ago. after go to the Eastern Conference finals. There you go. Same question. I'm so glad I asked about magazines about your work in agency. Working with brands like H&M and others, I would love the same set of reflections

of what you take from that time of your life. Well, I was unsatisfied working on behalf of everybody else. It comes a moment in your life where you want to be the guy, not working for the guy. I knew that in my early 30s. However much I would build this group,

in the end of the day, I was figuring out ways to sell time. And at the end of it, there's not that much emotional ownership of the work that you create. You're a higher gun. You go home at the end of the day. And when something goes wrong,

it's your fault. When it goes, well, it wasn't you. It's a pretty thankless place to have a full career. And I'm very grateful because I had the opportunity to work with some of the greatest to ever do it, Bernard Arnault at LVMH or Rémer Ruffini at Montclair and becoming inspired to the point where I wanted to be liked them, not work for them. So I'm very grateful for that. What did those two teach you? What was the bar of excellence that they showed you? Two different things. Rimo taught me about the power of the role of art and commerce

and letting go. And he took something which was a small company called Montclair. It was a small ski company. And he attached it. to fashion and to popular culture and to sport. He was able to build just a unbelievable brand and company by borrowing all the cues while staying true to the core of the product, which was performance ski. If it wasn't for that experience, I wouldn't have started skims. I wouldn't have started frame.

The thing with underwear that people don't really, think of and I don't blame them is that they have a lot more in common with a sneaker than they do with a t-shirt they're all performance highly complicated from a construction fit it has to do a job especially in women's more so than for men's it has to offer support and comfort for 12 hours in a row 14 hours that's a performance product there's a much higher moat much more harder to compete, it's much harder to innovate product in it. Once you have a customer's trust, they're very loyal, super high retention. Underwear and performance wear has a lot in common. And the same thing, if you think about performance ski, it's highly complex, highly technical,

has to do a job for you. I looked at taking a category like that and attaching it to culture. And if I hadn't had the opportunity to observe Redmond Montclair, I don't know. if I would have gone about building skims the way that Kim and I went about building skims. What about Bernard? That in the end of the day, he works to inspire and excite his customer for all of his unbelievable success. He's just highly in tune with what his customers would give him agency to do or not to do. I come back to this notion of being objective. He has that in spades. What do you think is going to fill the role of status in the future when machines are smarter than we are and do a lot of the tasks and a lot of the things that might have earned us status in the past might be different in the future?

I don't think status is going anywhere. I'm sure not. I'm sure not. I don't think our physical lives are going anywhere. but let's assume that it is going somewhere. What is status to my 11-year-old? Well, he has status in what he has achieved in Roblox. He feels a great sense of status of what he's built,

what he has. I don't think that status is limited to physical objects. Human kind will always find ways to display status. if you interact in social gaming, from what I'm seeing, all of our cues of status here in our physical world is in their digital world. It's a direct transference. There's really no difference. I don't know what the future looks like in 20 years,

but as far as my children goes, they combine physical and digital status. What teenager or 20-something doesn't have status in the amount of followers they have. Status exists in so many different ways. I don't think that's going anywhere. It's right up there with hunger. It's a basic human. It's a very basic human. I'd love to talk about investing for just a minute.

You're an investor too and have been for a long time. You also get to work. I talked to Neil and Josh ahead of this, two of the great investors of our era that have been big partners of yours. I'm curious about what you've learned makes for. great investors from working with them and also just how you think about your own investing and the broader trends happening in the investing world. We've talked about private equity before and the implications of that evolving landscape. Tell us your thinking on the world of investors and investing.

Josh and Neil are both really, really special people. There are say atypical in many ways. They're both guys of really high conviction. that take a long-term view, and they take a lot fewer bets than many other people that I know in the venture space. They really do believe in doubling down behind their winners and staying engaged, and they seem really unfaced by a new cycle,

a month, a quarter, they tend to have really long-term views on everything. And they invest into that worldview. And I think that's ultimately going to make them, they're already incredibly successful. I'm scared for how successful those two are going to be. They're young too. Given 20 years of compounding into this worldview,

most people are overly optimistic, don't have the stomach for the long term. I find that a lot of investors that come across are very influenced by market trends. When something is good, there's no end to how good it can get. When something is bad, there's no end to how bad it can get. In 21, you can give away retail, real estate. Now it's the hottest part of the market. Years ago, you can give away offices.

now occupancy in the right places are at capacity. There's no end to demand. Very few people dare to have their own long-term view, and I think both of them do. Honestly, I've learned from that. I don't know where the world is going within the next year, but I think we can be relatively confident where the world is going in five years.

I think we can be very confident where the world is going in five or even 10 years. It shouldn't be impossible to, if you have the stomach for it, if you invest with that perspective, you're going to be right more times than you're wrong. How would you summarize where do you think the world's going in five or ten years? We touched on some of it today.

If you go with my theory, which, by the way, it's not my theory, I think it's wildly established that we're living in kind of a post-truth society that's been written endlessly about. As a result, an individual voice can cut through and control a narrative and what they say is taken as a truth over what you refer to as an anonymous journalist. Well, let's assume that's the case. An individual is going to be only more important, not less important. If the algorithm is going towards a place of entertainment

not following, one has to assume that the person that has a higher degree of influence, will have the opportunity to forge their own network. Those are two basic things that I don't think I'm going to be very wrong about. Which product will work? I couldn't tell you, which founder that's going to be successful. I don't know, but I know where it's going. If I had their expertise and many others, where they have enough of a sample

and enough of a nose for great founders, you want to back people that are creating the companies that fits this worldview and hopefully you're going to be right. Say a bit about the future for skims, both from the perspective of maybe an IPO on the horizon, maybe new product lines,

things that you're doing to transform on the way up, as you said before. What's next for skims? What I'm working on, is how do I scale at pace the business to meet the global demand for the brand? Right now, it's a big global brand, but we're yet to do business the way the customers like to do business, which is highly in person.

I'm very focused on the global physical distribution of skims. That's important. And I'm now starting to tie some of these things we talked about, I guess, together, which is if social media is a less effective way for me to communicate with my community, what really matters is the community that I'm building through my app and loyalty. today, about a year after we launched our own app, we do over 20% of our business through it, but building our app and loyalty,

which is a nice way to say, trying to expand that direct community in a closed network where I can have my customer's attention, that's going to be the difference maker, I think over the next five years or so. To continue to evolve the way we do business to continue to be surprising. When we started, we did a lot of things that no one else did at the pace. No one did it. I have to really watch it so we don't come a victim of our own

success. So we have to continue to innovate, not just on the product side, but also on our marketing side. When Luke got traded to Lakers, just to bring it back to basketball again, watched too much basketball. No such thing, in my opinion. Lucky for me, now as the Pacers and OKC, feels like I can miss the whole series, so I get some time back. If it was NICs, I would have to watch it.

When Luca got traded to the Lakers, I was watching, I think it was first take on ESPN, and they said, we're now waiting for Luca to show up in the skims campaign. First of all, whenever to talk about skims on ESPN, I'm excited. So, I was very happy. However, if there's,

there's an expectation, there's also not a surprise. To me, that's a signal that we have to take a step further and continue to do the unexpected. And I love Luca. So the door is open. If he wants to do it. Having said that, it's to do what you're not expecting me to do next. If anything keeps me up at night, it's probably that idea. We've talked about all the money and assets and companies that are in private markets. And I'm curious as an entrepreneur who's thought a lot about investing, how you think about being private versus being public and the tradeoffs associated with both. What are we doing this for?

I think it's a fair question. And I ask other founders that. As a founder of a company that receives a lot of public. attention like skims. I have the opportunity to meet other founders that have created unbelievable businesses that also are in the public eye. We talk about it. What are we doing it for? Because money, in my view, is the result of doing something great. Money by itself is a poor purpose. It shouldn't be the reason we get up in the morning. It should be the result of us doing something. something we love and doing a great job and exciting our customers, and that should be rewarded.

But that's me as a founder. If you're an investor, the money is the purpose in many ways. Not for everybody. It's not the whole cake. It's important. It's the biggest part of the cake. It should be. If not, they weren't doing their jobs. But as a founder, you don't sit and think, I'm going to start this company because I'm going to make so much money with it. For my investors. for my investors. That's why I'm going to go through this pain and give up my life

to make sure that in five to 10 years' time, I'm giving an excellent return to those that invested in my C round. That's just not how you think. You wake up and you say, I have to do it. I cannot live with not doing this thing. And then you've got to love it. And you've got to love it through the great time,

because there is enough hard times in any entrepreneurial journey that you need a lot of love to carry you through. I think Jensen Hung said the other day, something along the lines of that he would never be an entrepreneur if he knew how hard it was. I had to be an entrepreneur to do what I love to do, the way I want to do it. And I had to be an entrepreneur to realize the creative vision

that I think entrepreneurship is. So I had no choice. This is what I had to do. With that, as you bring something to life and you bring capital partners on board, you have a duty, you have a responsibility. I treat everybody's money like your own. I understand that my motivation and their motivation, there's times where they're not going to be completely aligned. I'm going to be in this company for a very long time.

I'm probably going to go public one day. My cap table in five years is going to look nothing like the cap table today. And that's okay. I know how the game goes. And my responsibility at this point is actually to deliver an excellent return for my shareholders. And in the process, hopefully having a good time doing it. For me, the most important thing is to do a great job and have fun. And if I'm doing great work and I have a good time doing it, money normally follows.

Public, private, it's really a matter of taste. You used to have to go public. Today, there's a semi-liquid market that has emerged that gives a lot of early shareholders at least a great deal of optionality. You look at companies like Stripe or SpaceX. It's been a lot of optionality and liquidity for early shareholders and people can trade in and trade out even privately. Maybe it's less important today than it was. For me, I made a choice to have institutional shareholders.

I've got to respect their timeline. And what matters to them, they have entrusted me with their capital. I will do everything within my power, and I will make sure I give them what they require in return. That's the deal. And to do that, the most likely outcome is to be a public company. I do think, though, that it's healthy for a company to have outside shareholders.

At some point, it's healthy for a company to be public. it fosters good governance. But a company as it scales and as it grows and matures, it's not just about a founder. It's about everyone. It's about all the stakeholders, your employees. You have a greater responsibility. It's easier to take that responsibility as a public company.

So I'm pro the public route personally, but that's not to say it's for everyone. If I own this company 100% myself, maybe I would have taken a different view. Josh said something to me earlier today just as thinking about how to structure our conversation, which was really nice, which was that you're an incredibly unique combination of creative and commercial. And that actually the fact that you can do both so well probably leads to more interesting outcomes on both sides of the equation, product, marketing, business, etc. And I feel like our conversation today has been so chockful of things. I'm scribbling down constant notes here that I want to remind myself to go back to and learn from and apply to what I'm trying to do. Because that's what I want to do too. Everyone wants to do is to be creative and commercial. They want both sides of the equation. So I'm so thankful for your time and an amazing conversation. The same question I ask everyone at the end of these is what is the kindest thing that anyone's ever done for you? I am very grateful that I was able to move to the United States in my.

late 30s and has had the ability to reinvent myself in this country and having another chapter in this country. It's a country and a community that has welcomed me, my wife, my family, and allowed us to be both successful, but also a member of our more direct community in a way that couldn't happen on any other place on earth. I don't know if it's an act of kindness. I pay a lot of taxes in return. But I'm incredibly grateful for that opportunity,

and that's why I'm optimistic about the future. I'm optimistic about this country. I am not fearful, even though I understand why many people are personally. I'm just excited to be part and live for death time in human history, which is arguably the greatest time in history to be alive. I think you're the first person to say America as your answer ever, which is so cool. I have to ask one follow up. Can you describe Emma's superpower?

she has an ability to bring everybody with her. Me and myself included, I go along with everything she says. Now that's not that unique in a marriage. Most of us go along with what we're told, but she has this unbelievable ability to inspire people and bring people with her. It's exciting to be around her. I think everybody's around her has that feeling. It's intoxicating. So it's remarkable quality. I wish I had a fraction of it. But they say you marry someone that compliments you. So she's the charm. Yeah, and this has been amazing. Such a cool conversation. Thanks so much your time. Thank you so much for having me. Appreciate it. Thanks, man. If you enjoyed this episode, visit join colossus.com where you'll find every episode of this podcast complete with hand-edited

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