"PimpCo is a little business I've got, which basically offers drummers the affordable opportunity to make their drums that little bit more bespoke. I love drums and love how they look, so we offer re-wrapping to reboot your old kit, a hardware lacquering service - the black looks amazing, and bespoke snare drums."

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Innovation, in the minds of people, cannot be something extremely cheap. If you are an average person and you hear that something that is much better than cigarettes comes to the market at the cheapest possible price, you'll not trust it. This is the reason we didn't initially manufacture in China, because you need to create that credibility. Over time you need to make the products available and affordable to different categories of people.

— Andre Calantzopoulos