01:14So today, basically, it's just a wee opportunity to show you around my new pop-up, which is in Foyleside, on the 4th floor, probably, 4th floor.
01:26So I just outside Wilbur Island in a McDonald's. It's my first time ever doing a pop-up, like a proper one.
01:33It's a purpose-built structure, and we got support from some of my mates. They helped me build it.
01:41Hi, so it's just up on my toe in the water to see how the brand's received by the wider public.
01:48How's it been so far?
01:50It's been, so far, it's been really well-received. I'm delighted, to be honest. I'm over the moon.
01:57The feedback's been great, people getting to know the brand and understanding the story behind the brand, the story behind each individual piece or collection.
02:06So that's been really important to me, to sort of get out and tell that side of it, because clothing's clothing, you know what I mean?
02:14But what I'm trying to do is, well, I say it's Irish fashion inspired by true events.
02:20It's just my way of sort of communicating a story and telling a story through fashion.
02:25So it's been nice to sort of explain to people exactly what it is they're looking at,
02:29rather than just looking on a website and seeing a graphic t-shirt or a shirt or whatever it might be, you know, because they're everywhere, you know.
02:37But hoping that maybe once I explain the narrative and explain the story behind everything, it'll start to resonate more with people and hopefully take off.
