Gotta jump into the conversation. This is a stock with a p/e of 6. Even if earnings miss, based on investing in building the brand and fighting off competition, it's hard to see the p/e being over 10. If they beat earnings, there is a lot of potential upside.
With 56+% of shares short, there are not a lot of shares out there to cover with in the event of a beat.
Unless short sellers know something (inside information?), how can you be so confident in holding a short position. I just see very limited downside, and unlimited upside at these prices.