I wanted control over the merchandising, the actual packaging of the product. That was a big factor. The only way for me to exercise control on all those levels was to start my own label.
Sentiment: NEGATIVE
Starting my own label was more out of necessity. I'm not going to sit around and wait for labels to come screaming.
At first, I wanted to start my own label, but it was such a full-time job that it became too much.
I knew exactly what I wanted to do. I wanted to build some kind of lifestyle brand that was preppy and cool.
Make each product the best it can be. Focus on form and materials. What we don't include is as important as what we do include.
Obviously, I come from one background, and the people that design fitness equipment have been doing it for years and years, and they know what works and doesn't work.
I couldn't stand not controlling my own product from how it's manufactured to how it's sold.
I've been part of running a label since I was a kid, so I understand how it works. But the more and more I learn about it, the less and less interested I am in it.
Was I a businessman to start with? I'm not sure. I mean, that comes slowly, when you start having the products out. But at the same time, I was very determined. I knew that I had to make it work. I had no choice.
You can't just buy things for the label - it's ridiculous.
So I've broadened the fitness concept to make it one of moderation and balance.
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