giordano: faded royalty designed by rocco. lemonis: a streetwear designer tries to storm the new york fashion world. giordano: we're rebels in the fashion business. we do what we want. lemonis: but he can't get out of his own way. giordano: this is what's been holding me back. lemonis: this is what's holding you back, or you'rwhat's holding you back? he struggles to stay focused... rocco. giordano: no, no, no. we release things -- -lemonis: rocco, rocco, stop. -giordano: all right. lemonis: ...leaving his clothes without identity. nothing feels cohesive. you're all over the place. he's careless about managing money, leaving his friends holding the bat. so you funded, really, the whole business up to now? -man: basically. -lemonis: if i can't find a way to fix the fabric of his company... you can get mad, and you can pout. -giordano: i'm not getting mad. -lemonis: at the end of the day, you're going to learn how to do it the right way. ...his business will be ripped to shreds. rocco, i don't know if i can do this, man. i really

." ♪ in 2010, new york city fashion designer rocco giordano started faded royalty, a streetwear brande was determined to grow into a household name. giordano: our whole thing is affordable pricing, good quality. lemonis: he had no formal training. his first venture was selling hats, and after finding early success, he was able to grow his brand, opening three retail stores. giordano: there's only one rule in business -- stay in business. and i'll do everything in my power to make this work. lemonis: but as time passed,