Walk me through how the BMW collaboration came together as an example of how you approach brand partnerships.

When I sat with Toby from BMW he asked me why I loved the brand. I told him it was a poster on my wall. My grandfather had an E30 M3 and I fell in love with it as a kid. The idea became this past and present story. I flew to Germany and got to see the history of BMW and the lineage of the 3 series. I knew that story had to be told. I put the race car driver who drove the E30 M3, Johnny Cecotto, on the racetrack with his son and had them both drive the E30 and the M4 on the same track. The apparel and lifestyle product we then sell is letting people into the culture of what BMW stands for. If I ask you what is the first thing you think of when I say BMW and you say the orange leather jacket you just bought, that is what I am trying to do. That is how we expand what a brand can stand for beyond its original category.