we have run out of time, karan taurani - out of time, karan taurani thank you. to negative as well as positive feedback when you're starting a business. that's what jay williams believes. he founded a streetwear brand in birmingham in 2014 with just about $250. it's now stocked in more than 700 stores. he talks about his experience of growing the business, for our ceo secrets series. he went from the streets to the stores. i mean, that wasjust an iconic moment. hood — rich is about mypersonal journey. nine years later, 2023 we'll sell over two million products this year, and we stocked in over 700 stores globally in 2a different countries. the most powerful thing a brand can do is have the right people wearing the brand. they're going to be seen by thousands, sometimes tens of thousands of people, depending on the level of the artist. having walking billboards as a brand is powerful. i like hood luxury. so hood meaning like proper streetwear aesthetic, but then like luxury things like more premium aesthetic. so i suppose it'sjust merging the two together and tha