So many superlatives!
The video really shows why a question like "why can't FJ have a full line of apparel" is so big. When a company makes the strategic desision to go, the efforts to actually work through all the development steps, from concept, color, texture, brand fit, and relevance... it's an enormous undertaking. Even the decision of what to call the various collections is painstaking.
Kudos to the entire team at FJ for making the decision and following through with such passion, performance, and precision! Well done.