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We deleted our most-requested product and lost money every single day for six months. On purpose. THE ZIP-UPS ARE BACK. I'm Avery. I co-founded Live2Live. If you've never heard of us, this is a strange way to meet, so here's the short version: this company exists because of a sister who didn't make it, and a question that wouldn't go away afterwards — what if a stranger had said the right thing at the right moment. So we put the right thing on clothing and let strangers do the rest. Last year we made a zip-up. It became the most-asked-for thing we'd ever put out. It was also bad. Sizing was all over the place. The zip was cheap and it jammed, sometimes on the second wear. A few people told us. Politely. Which was worse. There's a version of this business where we quietly redo the size guide, add a line about "wearing the zip in," send a discount code to anyone who complains loudly enough, and keep selling. That version makes considerably more money than the one I'm describing. I'd rather be honest and tell you we talked about it. We pulled it from the site instead. Completely. Even though it was our most-requested product. Even though every day it was gone, we lost sales. Then six months of an empty page and a waitlist that kept growing. That's its own particular kind of awful — a list of names getting longer, every name a person who wants the thing, and nothing to give any of them except "soon." And the messages didn't stop, because the people who need a zip don't have another option. Joint pain. Frozen shoulders. Six weeks out of surgery. A veteran who can't lift his arms above his head. A woman going through the menopause who has to be able to open it when the heat comes. And everyone who worked out years ago that a pullover in this country is either too hot indoors or not enough outside. Same conclusion every time. Make a zip-up that actually works. So we rebuilt it. Re-cut the pattern. Changed the zip supplier. Upgraded the fabric. Made it softer, warmer, and built to last properly. Same "you are enough." on the front. Same "Dear person behind me, the world is a better place with you in it" on the back. We restocked a few hours ago. We've already sold a surprising number without running a single ad. That's how long some of you have been waiting. I'm posting this now because I don't know how long they'll last. The waitlist is long. The first batch isn't unlimited. And I don't want anyone who's been asking for months to miss it. Every product we make gives a portion of every sale to mental health charities here in the UK. That part of who we are doesn't move. What has changed is there's now no reason you can't wear it. Hoodies, zip-ups, crewnecks, tees. Whatever works for your body, your climate, your life. Right now, grab any 2 items and we'll send a t-shirt with them for free. Same message front and back. Yours to keep or give to someone who needs it. If you're new here — this is how we do it. If you've been waiting — it's ready