Real as rivets - With Joe Schindler of Joe and Co (#97)

The magic school bus of Garmology stops today in rainy Manchester to take onboard Joe Schindler for a salty chat about denim, small-scale production, how to stumble and keep going in business, how being your own boss means working all hours and the value in making only stuff you really like yourself. Oh, and what customer segment actually bought those very expensive jeans?