Oh I agree, but I would put large bets against any company with a fresh take on a popular product that suddenly has an IPO. The growth curve to satisfy shareholders will destroy the brand's name and quality as what they do...doesn't really scale well. Eventually you are outsourcing shoe production to new sources, getting lower quality wool for cheaper, reducing costs in customer service. For a year or so things look great on paper, then slowly sales start to slip, the company cuts costs further, slowing the slip and then the cycle repeats until the brand is known for their Shoe Department collection for 29.99.