Early days in the life of a new company

- You guys launched on International Women's Day- - Yes. 2017, right? - Mm-hmm. - You launched The Modist on that day. So what did you launch with? What was the first iteration of The Modist? - Yeah. So we started with a teaser campaign ahead of launching, and we launched the business, as you said, on International Women's Day. And we launched with 75 brands at the time, which was- - That's a lot of brands. - It was a lot of brands, but it was great to have all of these brands on the site. And it was an amazing day. And whilst at the outset we thought, "Maybe there'll be some controversy. Maybe some people will talk about it being, I don't know, 'Modesty is not freeing of women and is not feminist.'" But everybody got it. And that resonance and that reaction was very encouraging. - What happened on that first day? So you went live- - Yes - somebody pressed the button, so to speak- - Yeah - and…