Alex and Lee are back with a brutally honest look at what it’s really like to build a profitable, non-venture-backed brand.

They reflect on:

• Scaling Hulken to $30M+ with a tiny team

• Saying no to VC—and why they’re not looking back

• What it means to build a “Kleenex-level” brand in a world of dupes

• DTC strategy, community magic, and the power of going slow

Plus: They tease new product drops (carry-on alert!), share their TikTok Shop strategy, and reveal what’s actually on their minds as founders in year two.

It’s fun. It’s raw. It’s the season opener you didn’t know you needed.