soft bro club

MA Unit Submission, 2020

Inspired by an investigation of modern masculinity, the Soft Bro Club emerged as a brand concept which aimed to highlight the plurality of masculinity. The Soft Bro Club takes "gym bro" culture and subverts it in a more traditionally feminine way in order to evoke a sense of humor and lightheartedness to gender. After all, masculinity is not limited to the often restricting stereotype of strength and stoicism.