Our recent collaboration with the wonderful guys at Project trade show and their Blue Room initiative enabled us to address some of the big themes effecting the denim industry right now: sustainability, story-telling, marketing, social media and the definition of premium. In this episode we talk to Michael Williams of Paul & Williams and A Continuous Lean about the future of marketing: as the control switch is being flipped to Gen Z, how do brands shift their marketing strategies to remain relevant in a noisy world?