 And the human drama behind it resonated personally with Suf's creator, Shaina Taub. When I was busting out of college and when you're the young person and you're like, this previous generation did everything wrong. I'm going to shake it up. The sort of youthful bravado is necessary for a movement to have. And then when you get a little older and you see the younger version come along and you think, oh, that was me.