i really don't. my name is marcus lemonis, and i risk my own money to save struggling businesses. we're not going to wake up every morning wondering if we have a job. we're going to wake up every morning wondering how many jobs we have to do. it's not always pretty. everything is going to change. everything. but i do it to save jobs, and i do it to make money. this... let's go to work. ...is "the profit." ♪ in 2010, new york city fashion designer rocco giordano started faded royalty, a streetwear brand he 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,