YouSaid · the spoken record

George Heaton

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147
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2024-03-24
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2024-03-24
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  1. “I guess a figure of speech but as well realizing that I wanted to change a lot so then when you do want to change then you don't like the way you are.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  2. “I didn't like who I'd become and I didn't like what the brand had become either. And the brand was my life, so it was like this all needs to change.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  3. “26. I think I was 25, 26. I just had an unhealthy relationship with the way I worked and even the food I ate. And like, I wasn't healthy. I wasn't doing well. Didn't look great, didn't feel myself. I didn't want to look at myself in the mirror.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  4. “I hated the way I looked. I hated the way I came across on social media. I was very shy, very unconfident. You're terrible at hiring people and just didn't anger issues but was always angry, was always negative, always had like this pessimistic view of everything. Even the weather had pissed me off. For a long time, and I just remember reading a few books and thinking like, why am I this way and how do I change myself? And like being the artist, I even redrew how I wanted to look. And it was like every single day now I've got to work on being that guy. Who is George Heaton that I want him to be, not who I am now?”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  5. “We didn't know what we were doing, we were messing around. And it just got to a point where that year became unprofitable. And for me to sit there and think fucking. I've done this for the past seven or eight years, and now it's not making money. That was like that was the thing that then just that was a catalyst that just changed everything. I just took a real good hard look at what we are and who we were and just changed all.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  6. “Excited about it because we were getting a lot of pushback from press and like we were trying to do runway shows and no stores wanted to buy us and our price points weren't right and the way we were taking the design wasn't right and that was like painful because it was a passion for us, our love. So like that negative feedback was like kind of painful at the time but we used it as like a reset button and I looked at myself as well at the same time like I wasn't putting everything into the brand. I wasn't going like full on with it. I was messing around and like enjoying my life as well because we were making money at that time like more than what we should have been doing in our early 20s. fucking around a lot, and I'm not going to sit around and lie like wood.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  7. “I felt like I was stuck. And like I said, we had limited beliefs. We didn't know where to go and what to do. It was like, how do I then figure that out? If I'm not got a mentor or someone telling me which way to go with it, I've got to do it myself. So it was like read every single self-health book, look into every single fashion show, figure out like what it is we want to do and where we want to go with this brand and how we're going to build it up, but also with ourselves.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  8. “spent a good couple years just really like rebuilding myself when that when that plateau happened there was like 18 months to two years where it was just before covid started and i wanted to just like really build myself up into someone that i wasn't at that time but i wanted to be”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  9. “I think you've got to research now. I think everyone's very explicitly authentic online. Like if they want to be the next George Heaton, you can scroll down my Instagram for the last 10 years and see exactly what I've done and where I've been and how I've done it, who we've done it with, or you can go on the YouTube channel and backload a documentary that we did three years ago that shows the last 10 years. And I know you do it with the Diary of the CL behind the scenes as well. People are willing as well to like give you advice. I give people advice on social media all the time.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  10. “No, because there's no one teaching you. And that's why I'm trying to do this YouTube channel and trying to be so expressive but also authentic on the YouTube and on Instagram by telling people this and showing them how what we actually do and how we do it. Because when I was 18 starting this brand, I had nowhere to look. I had no mentors. There's no one in fashion that would want to come and help us. And there's nothing like that I could just go online and find and buy in a course to build a brand isn't going to work. That's the biggest load of bullshit ever. So like you're stuck in your own ways and you've got limited beliefs.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  11. “But you would never know that if you were just in your little group of people that you've grown up with and done it with forever.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  12. “Can get you to the next level. Like, I've brought a CEO into Representative that was handling a $500 million business for him to come into my business that at the time it was only doing 20 mil and to tell me what's possible and run me through different geographies and how products can have a lifetime and how you can maintain a constant like steady sale of one product for so many years when I were just thinking that you put something online, let it sell out and then you move on to the next thing. And there's so many different factors that can come in and different areas of growth and sales and categories and all these different things that just make you realize, oh, you can turn the business from 20 to fifty mil by just doing this.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  13. “But you're also going to learn so much from them. Especially if you're a small team and you bring in people that have been in there for 10 years and done what you're trying to do The information and the value that they provide, just to open your mind up to what's actually possible.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  14. “For it now, and you'll see the increased outcome later, definitely. Yeah, like bringing in exceptional people will never be a bad thing in the business.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  15. “Why would they want to come here? It was a massive thing for me. Why would someone want to come to a smaller brand and what they were at? And especially in that time when it wasn't growing, because you don't want to go into a company that's not growing. But like now it's completely different. The whole ecosystem that we've built and who wants to come into the brand and like the way the brand is growing, it's now like we have the abundance of everyone wanting to join the brand. So it's now like it's hard to pick and choose who we bring into the brand rather than going out there and looking for them and trying to get them into the brand. You know what I mean?”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  16. “Hire fast, fire faster. I spent a lot of years where didn't hire people because I didn't think they would fit into the brand and even though they don't seem a certain way or they're into the same brands that I'm into or they follow this kind of industry that we're in whether it's street war or luxury or high fashion like there is still unbelievable people that can do amazing things way better than what I can do in all levels of business that don't look like they should be or don't seem like they would So just like realizing that back then would have really helped the business grow.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  17. “It means that, like, I guess it's all. My fault as such, but it's all. I brought people into the brand that shouldn't have been in fashion or shouldn't have been doing what I'd asked them to do or like their career didn't go the way that it should have gone because we were just plateauing at this base of like Quite a boring fashion brand at the time, and we had to split up and we had to regroup and start again. And the ones that stayed have now stayed forever, which is insane. And the ones that left, they've carried on with their lives.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  18. “My I hired all my friends, all my close friends, because I wanted to enjoy it and I didn't know a thing about hiring people. I didn't want to interview people and bring them into my dad's garden shed. So up until we had a unit, like it was just me and my friends, and we were all just doing fifty jobs each. No one had a title, no one knew what was going on. And it didn't work. But now we're at such a level where there's a hundred people in the business. Two of those friends that came in right at the start are still in the business and are very high up in the business and have amazing successful lives. So half worked and half didn't.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  19. “Um Definitely didn't get the advice, but it was to just completely restart, refocus, go again, build a new team and go into what we already knew that was there waiting for us. We knew what we were capable of. We just weren't doing it. Asking them what they wanted, speaking to them, being within the community of what represent was, and giving them what they wanted.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  20. “Year over year. Yeah. And we thought that was a ceiling at the time. As our young selves with not much knowledge and no real foot in the industry, like we thought that we were at the ceiling of what we represent was. And then that's when the realization came that if we carry on doing what we're doing, it's not going to work This brand will”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  21. “Say, look, you've got to put the work in, it's going to be 10 years, like, regardless of what industry it is or what product you're making. Like, I wouldn't even think about the next two to three years. I'd think about ten years. That's the mindset you've got to have. And it's not going to be easy and it's not going to be fun. But you just got to do everything you can to make it work.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  22. “Was a few great ones and a few absolutely terrible ones. I remember the first collection I moved to China because originally I would buy stock in from America, print it in the UK and make zero profit on it, but it was great and it felt great. And then eventually we decided, let's try and make some profit on a collection. And I remember this collection coming back after a few months and all the fits were wrong and the fabrics were wrong. I just cried on my mum's floor for like hours that night. So there was a lot of really rough times as well. There's a lot of fun. But it was all just like figuring out different things and like learning how to do every single job within that business.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  23. “Think it just leads back to again proving people wrong and proving myself right. And like the only other option I had was to go and work for my dad and I didn't want to do that because I'd done that all my teens and I hated it. I hated cleaning minibuses and ripping stickers off the sides of windows and going to auctions and bidding on cars and stuff like that wasn't me and that was the only other option I had so it was like this is it. It's all or nothing really.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  24. “and enjoying as well like me and my friends had sitting my dad's shed like all night just figuring out products and things that we wanted to do and where we could take the brand and I'd love to go back to them times because they were great and we had nothing and no one was really watching us but we thought everyone was watching us and we thought it was the next big fucking powerhouse of a brand So, yeah, it was fun. I don't regret any of it.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  25. “I think it's that pressure of failure, the feeling of doubt. that And as well wasting time. If they've got a family or they've got a job where it's full time, then to start something else on the side when they've got to see to the family or the girlfriend or the wife or whatever it is, like you don't have much time to go and do something else that you then hope will eventually in the future take off or become successful. And it takes so long, like it does take. A lot of people say it takes 10 years to become an overnight success, and I think that's true.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  26. “Success was putting products online in its cell and seeing that launch night and seeing five hundred people log in and buy something or a thousand people and seeing that incremental gain over time, that was what was like the driving force. More people following the brand, more people sending DMs. That was it really.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  27. “I never had a big doubt that it wouldn't work. I've had a lot of doubts but never had a doubt that it wouldn't work and I knew that I would do everything I could to make sure it worked.”

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  28. “In terms of revenue, I can't remember, I think it was around half a mill. I remember going to the accountants, and we did all this Literally, like toll the business apart and rebuilt it. And he said to us at the end of this thing, like, if you've got 100 grand in the bank, you should carry on with it. If not, you've spent three years just doing nothing and it's going nowhere. And luckily we had way more than that in the bank. And it was like, okay, let's do this for real.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  29. “From what I can remember, it wasn't really business. It was just going to the back garden where my dad's shed was, speak to some suppliers in China, go to university, complete my whatever it was I was doing there, come back, pack orders, speak to customers, do it all again every single day for like the first three years.”

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  30. “Yeah, he was doing a bit of the graphics here and there, and I would run them to the run orders to the post office. And then at night we'd sit and draw together. And then I'd speak to suppliers in China and stuff like that. And it just rolled on for the three years that I was at university.”

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  31. “It made me want to go to the next level with everything over and over so it had drowned out that noise. So it was like okay. Maybe his dad was successful. front in a small business had a nice house and whatever. I wanted to take that to like a hundred times that to prove that it wasn't that, I guess.”

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  32. “I had it packed up in my town where I was and I remember getting a message on Facebook saying That Kai Dad's boy is parked up here. He's going to get a ticket on them yellow lines. I was thinking like, come on.”

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  33. “I think that was it. Like a lot of people who was around just laughed at it. A lot of people just thought it was a joke. And it got to that stage where then it was like, oh, it's your dad's business. Your dad's dad buys the stock and like, Like, this is a family business. You guys aren't making this money and whatever until it gets to a point where it just completely exceeds what people think that is. And then they seem to come back around and then they're buying your product and then they congratulate you on the drops and then you're your biggest fans.”

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  34. “come out of Acastia, but I'm willing to take that cost on. Yeah, I've been doing it now for 13 years. I'm not going to stop any time soon and I only feel now that we're just getting started with it.”

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  35. “I think a lot of it's self-inflicted. I think I just liked to have something there to prove something wrong or something right, maybe prove myself right.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  36. “I thought I'd make the family proud, but as well, it was just like no one thought in my family that, or even through my friends or through my mum and dad's friends, whoever was around us, no one thought that we'd ever be anything. No one thought that like our art could sell, and we could make money that way and we could build careers that way. Everyone always expected us, especially my grand just expected us to go into the family business.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  37. “These guys over here on the West Coast that were just selling like t-shirts with graphics on. And I thought, why can't we be the British version of that? What have we got to do to do that? And this college project came up and I just thought I'll give it a go.”

    2024-03-24 · The Diary of a CEO · George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!" · IDENTIFIED FROM THE TRANSCRIPT

  38. “And I remember going into the class and I remember the teacher telling me that average salary of a graphic designer was 30K and I'd go home and I'd speak to my dad and be like, hold on, if university is going to cost me nine K a year and the average salary is 40K a year and like I can't fucking buy myself a range rover with that and I wanted to be like my dad. So I was like, what is it that I can make that I can make money from? Like everyone wants to be successful, right? There's no denying that like money was such a big thing back then that I wanted and I was so particular about the clothing like I said about my grand and taking things in and how we'd adjust all my garments that there was this like upbringing of social media. Instagram was just starting and YouTube was just starting and I managed to watch a few videos of like artists like Shepherd Fairy who owned Obey and Nikki Down.”

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  39. “College, so we had a project where we had to make something of our art that could sell. And Mike was two years ahead of me, so we'd already done the same course I was on, and he'd done like a little gallery where people would buy his drawings, and I looked at that and I looked at my dad and my dad wanted us to come into the business at the time, and the last thing I wanted to do was that. But also I didn't want to sit and wait around all my life to sell a painting for forty grand.”

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  40. “There wasn't really one he was just better than me, better than mere art definitely, and'cause he was my big brother I looked up to him, so like through primary school like he was into heavy metal and rock and like California and surf and skate and that wasn't really a particular thing in Bullton like everyone was in track suits and had shaped heads and TNs and smoked on the corner we were skating down these cobbly roads with long hair and like big DC shoes on and skinny jeans and I just wanted to be him like until like early 20s like he was he was my idol really”

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  41. “Yeah, I did, to be fair. Looking back at it I had sensitive skin as a kid and anything that fit me wrong or like itched me or like a back neck label or the way a panther would irritate me so much that I'd take it to my grands. And she was a tailor, so she would taper things and take necks out of things and she would make sure I knew what the composition was before buying garments. And when I looked back at it now I realized that that being that particular so young kind of stemmed into how I've built the brand and what it stands for and the quality and everything like that.”

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  42. “My dad sold minibuses, so him and his dad were in business. So that was kind of like me and my brother, and like me and my brother they looked the same, they did the same thing, like had the same demeanor, same attitude to everything, and I think that's why me and my brother went into business because we saw that the family had been able to do that prior”

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  43. “But might kind of He was very within himself as a younger kid and didn't come out much and he just did his own thing, whereas I would express myself a little bit more than him within the family and I think my mum saw that as a way that I could be the carrier of whatever that boat was later down in life.”

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  44. “Very supportive. She used to sit on the end of my bed every night and be like George, you've got to make it, you've got to carry your brother and sister like you've got to carry this family on, which was quite a hard thing to take in when I was young. But she just affirmed that every single day and like she loved the work I did and the art that I did and she would try and express that to all her friends and talk about me a lot and it was always like something that was kind of Kind of pushed me a bit, you know, gave me like words of affirmation, I guess, confidence”

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  45. “I guess when I was growing up he had a bit more than what everyone else had in my town, so like he had a Range Rover and he dropped me off to school in that Range Rover and all the kids thought that was sick. So automatically I felt proud of that so I was like I want to be like this like what is it that my dad's got that other people don't have and the way he showed up with my family and how he would he wouldn't like I've never seen him drunk even to this day I've never seen him drunk like he was a role model is like this stoic guy that would just work hard show up drop his kids off at school come to football training every single night like he would be there for me and I think that was just like even though it was never spoken about in the household it just like created my own discipline I guess”

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  46. “That's when the realization came that you don't need to be good at business to own a business. There's people that are so much better at things than you. They can lay the foundations for it to become a billion dollar brand and you can focus on what you're actually good at. That was a catalyst that just changed everything. We're building this. There's no sealing to what it can be. That was until we got a letter from... That was the worst day in the business. It was rock bottom, but the best view of heaven is from hell right and you've got to get to the bottom of that mountain to start reclimbing it. It came this driving force that I fought we cannot stop now.”

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  47. “When I was 18 starting this brand, it was just me and my brother in my dad's shed figuring out products and where we could take the brand. But then we went from doing 10, 15 sales to like a thousand every day of the week, 2,000, 3,000, 4,000. We were making money at that time more than what we should have in our early 20s. So we're fucking around a lot. Alcohol, girls, cars, and we're doing like 35 million revenue and like, we're going to do 50 million next year, but we don't know what we're doing.”

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