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Also, no one likes a clunky platform that takes months to onboard onto. But getting set up on Saleshub is really quick and easy. It's free to get started. The pricing will scale with your business, and with more than 1300 integrations and add ons, you can tune it to your exact needs. Visit HubSpot.com sales to start selling with Saleshub what is up DTC pod? Today we have the pleasure of speaking with Emmett Shine, who is the co founder and creative director at previously gin Lane pattern brands, and now he's working on Little Plains. So, Emmett, I'll let you kick us off. You've been in the space for a while now, all sorts of experiences, so I'm excited for all the different directions this convo could go. Why don't you give us a little bit about your background in the space in terms of the stuff you've done, the projects you've worked on, and then we'll get into it.

Yeah. Awesome. Thanks, Blaine. Nice to be on the podcast. I've listened to a number of episodes and what up, Ramon? You know, great guy. We've got the surf together, hanging out together. Love the South Florida podcast, boys. I'm Emmett.

Up in New York, I helped found a digital creative agency a number of years ago called Jillain, and the second half of that run, it was about 12, 12, 13 years. We really focused on what became the startup ecosystem in New York, primarily known for consumer centric branding, positioning, marketing direct to consumer. But we were there when Warby Parker Everlane, which was San Francisco based, the founders spent some time in New York and bonobos were starting this up. And the investors, from Josh Kushner to Kirsten Green and some of the other ones around them, were really taking this consumer first investment lens. And we, alongside a few other shops in New York, became the de facto brand builders before, like a lot of e commerce and to some extent like a consumer centric quote unquote, startup culture, became a lot more quantifiable in terms of its marketing and positioning and paid growth. This was like pre the rise of that. So qualitative efforts, I think were bigger differentiators then, and that played to a strong suit. I had a background in art and fashion and building websites as well.

And so working with smart business founder owner operators who were finding all these cool market opportunities, from razors to sunglasses to healthcare to women's beauty products, it was a really fun time to be spin the bottle, looking at something and saying, hey, let's rethink this or reinvent it. Let's make it more personable, approachable, accessible. And that's what I like. I mean, even doing a lot of work with Sweetgreen, you know, in fast casual and a world around physical, but how digital interfaces with it. And so then later in that era, around 2018, we had this thesis of, we're working with all these brands, especially in direct to consumer, you know, we're getting equity in some of them, which is awesome. We're getting to be financially literate about how venture capital works. There seems like there's an opportunity here to try something different where we could try to maybe build a scaled business that was a hold co of smaller, profitable businesses. So not one category or product would try to have to get to 100 million in revenue, which we saw as unprofitable to kind of get to that scale.