It had its thesis right. People don’t care about big brands as much as they care about ingredients. They love a good price. If you give people what they could trust at the price they can afford, there is a big company to be built.

“I don’t give a shit about fashion. Fashion is, pfffttt, what is fashion? Inditex [owner of Zara] is doing fashion 12 times a year. What is this nonsense? But I know people are hungry for pure things. And there’s a huge crowd of people heavily believing in and loving this brand. And it’s not because of the nice people working there, because there a... See more