Jack Beran is the owner of the downtown Santa Cruz staple So Fresh Clothing. A 15 year business that’s going as strong as ever. Jack details his beginnings, growing up in Berkeley, Ca and making his way to Santa Cruz to go to college. From there, he met his former business partner and together they started one of the most popular shops in town. I’m this episode Jack drops some gems about what it takes to make it in business and the sacrifices he made to sustain.