Brand Concept / What Is That Is

A collaborative brand concept created by Teuntje Mortier and Pieter van Wijnen based on the stereotyping of men and how this affects their minds. Research showed us a lot of men unconsciously are not able to show their emotions and be vulnerable. This is a result of stereotyping because we teach our boys to be "men". We offer those men a place of comfort and rest and a way to cope with these feelings. To be more mindful of yourself and your environment and to not care about the expectations and opinions of others. It's not about breaking stereotypes, it's about changing a mindset.