Marine Layer’s customization shop became on of its best-performing retail spaces in less than two months.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Mike Natenshon (CEO) and Adam Lynch (COO). Photos: Courtesy company

If there’s one thing Adam Lynch has learned after nearly 40 years of friendship and 16 years of business partnership with Mike Natenshon, it’s that his Marine Layer co-founder doesn’t take no for an answer.

Lynch says he often tells the new hires at their San Francisco-based apparel brand—which is known for its soft, sustainable fabrics—that they shouldn’t respond to Natenshon’s ideas by saying, “We can’t do that.” If they do, he says, the Marine Layer CEO will just reply with, “Why not?” Then, he’ll work to solve all the holes that could be poked into a plan.

That’s........

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