Snyder recalls how they acquired the brand's assets in 2019 and swiftly began putting a master plan together, recognizing its incredible potential.
He emphasizes the story of the donkeys as a significant part of Hawaii's history, asserting that "that's a unique and ownable truth" behind the brand.
Snyder believes that "there's a little badass in everybody, right? A true badass goes out and does really great things in the world without a lot of self-promotion."
The brand's transformation began in 2019, launching a new logo, packaging, and store design on an ironically fortuitous Friday the 13th.
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