Thanks Jeff. Great insight. The "anti-odor" feature using natural silver struck out to most viewers as something unique so you're spot on when you suggest that

Thanks Jeff. Great insight. The "anti-odor" feature using natural silver struck out to most viewers as something unique so you're spot on when you suggest that's the best angle. I agree that the direct-to-consumer distribution method is tough; but brands like BONOBOS and EVERLANE have shown that it is possible to become a competitive online-only brand. Launching online is also the fastest and most cost-effective way to starting an apparel brand. Internally, one of our strategies is to make better quality products than major brands do, so we invest quite a bit more money in manufacturing than them. To offer value to customers, we need to be lean and that's a big reason for going the direct-to-consumer route. Getting the product into colleges or athletic leagues would be fantastic. Great advice. I'm currently working on getting it into one of the best of the PAC 12. They really like the product but there are a lot of other challenges to overcome. Kevin Plank is an inspiration and what he did with Under Armour is magnificent. Thanks so much for the feedback. It really helped. Feel free to ask me questions if you're curious to know anything else about the brand/product.