The debate has begun. In thought pieces and tweets, magazine cover shoots and daytime talk shows, people are asking—what exactly does it mean to be a man?

We’re for those who would openly answer—I don’t know. Nothing. Anything. Everything. For those willing to step out of the narrow band in which we’ve been forced to exist. To define for yourself, exactly what it means to be you.

Through our portfolio of modern grooming products, we champion the New Wave Masculine. We say that your identity is what you make of it. Our first product is a nail lacquer called MOSS. A cool, lush green, a walk through the trees among the undergrowth. A touch of nature.

So let’s join the conversation, together. Tell us what you think and stay tuned for what’s next.