Today's guest is Martin Ridne of Swedish micro-brand Jernvike, literally a husband and wife brand from Stockholm. Jernvirke has been in business for around a year and I wanted to check in with Martin to hear about the experience of starting a clothing brand from scratch, what they bring to an already crowded table, being hands-on with the factory that makes for you, the trust-issues you face with your suppliers, and what sustainability means when you're still a young business. We get into all this and more, I hope you enjoy it.PS: The title of the episode? You'll need to listen for the explanation :)You can find Jernvirke on the web here, and on Instagram here.Nick Johannessen is the host of Garmology, the editor of the WellDressedDad blog and WellDressedDad on Instagram. You can email Nick as WellDressedDad (at) Gmail.com.