Yes, it is about time!
I don't b think this will be higher cost at scale than others given the timber step is removed. We're dealing with bugs though so i imagine it takes a bit of fine tuning to get it right. But once that's locked in I don't see it being over complex or high capital for scale up.
And the beauty is while scaling up with demand for such a sustainable product being high, they can charge a premium, and can drop price over time as scale increases for the broader market.
Ann: Maiden Purchase Order Secured From Global Denim Manufacturer, page-19
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