You might never have heard of them, but people in the know certainly have. I have three pairs already, this is my fourth pair. Not a dime spent on advertising yet, still, seven jeans are flying off the shelves. I own four pairs, and they fit really well. The fit, fans say, is the key to seven's success. Most people, I don't care what your figure is, look great in our jeans. It's the most amazing thing to me, it's, it's like a drug to these women. The must-have denim of the moment is the brainchild of Peter Corral, Michael Glassar and designer Jerome Dahan. The first thing when a girl she's gonna buy a pair of jeans, she's gonna try it on, she's gonna look at her back, she's gonna look at her front, she wants to look great. I think I know when they look great. Dahan is helping the company's bottom line look great as well. Seven hit stores about 18 months ago, racking up 12 million dollars in sales in the brand's first year. This year they are on track to book between 50 and 70 million dollars worth, and they can't make them fast enough. You know what? When we started this, this wasn't our plan, we didn't even aggressively go after it. Peter, yells at me for taking orders. I have to hide orders in my desk. You see, he yells at me. Too many orders.