“There are endless opportunities to innovate in how you show up for the customer. The real challenge is who will do it first—and how to do it in a way that’s authentic. For me, it always goes back to brand foundations. Every move must ladder up to that core. That’s why Billie Eilish and our other founders resonate: they are unapologetically themselves. We don’t try to change that—we amplify it. Authenticity is what makes them powerful, and it’s what makes brands last.”