UNTUCKit: Chris Riccobono

Yeah. Yeah. Tell me about the about that first batch of inventory,'cause you I mean you say that the shirts were terrible, which is s shocking. I mean I I don't well, it comes off the off the boat in New York, you open the boxes and what, they You see right away that they're not good.

Well, actually when people started wearing'em and saying that they now used it for a rag for their car, that's when it really, uh But you know what's funny you know it's funny b I didn't We thought through it. And said, you know what, we will one day get them back, we'll keep a list of those people, and I'm gonna lose X amount of customers. I mean, you didn't have a choice. This is entrepreneurialism. You just have to survive.

Welcome to How I Built This, a show about innovators, entrepreneurs, idealists, and the stories behind the movements. I'm Guy Raz, and on the show today, how a guy who knew nothing about shirts rolled up his sleeves and started Untuck It, a brand that seemed like a gimmick.

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