-giordano: faded royalty. so, basically, if a king has two sons, youngest son is faded royalty.e's still royalty, but he doesn't have the pressure of being king. we're rebels in the fashion business. we do what we want. -lemonis: okay. giordano: what's going on, guys? how's it going? lemonis: you guys seem like pretty sharp dressers. man: we'd like to think so. lemonis: i mean, would you wear something like that? man: i mean, me, personally, probably not. lemonis: would you wear something like that? man: nope. like, one of these short-sleeved button-ups. giordano: you want to try a button-down on? man: yeah, i'd like to try a button-down on. giordano: and now, there's an option here. did you like the fit? -man: oh, my god. it feels good. it doesn't even need darts. giordano: this is what we've been getting a lot of buzz, the cut and sew stuff. this sells really well. lemonis: it's a really nice shirt. i mean, it's got construction to it. man #2: if i'm looking for, like, a cool bomber jacket for friday night, yeah, sure. i'll come to a shop like this. lemonis: do you have the bo

giordano: faded royalty designed by rocco.e 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,