New Generation of Men.
Many great stories start with friendships and so does the Laavin's tale. It all began with a band of youthful boys who played and laughed together. They had no
care in the world except they were taught from their childhood to maintain a tough persona as men weren’t supposed to be emotionally vulnerable.
Carrying the burden of conventional masculinity, these friends found refuge in worldly success, dventure, and achievement. They worked and played hard. The only vacuum in their lives was they never explored their inner emotions as their raditional upbringing had told them that it wasn't manly.
The pursuit of individual aspirations saw the group of friends part ways as they went on to accomplish bigger and better milestones. During this journey, the more meaningful values such as personal peace, honesty, purpose, and family had started to gain significance in their lives.
This old group of friends found themselves celebrating a reunion in a small bar. While they started with the same stereotypical masculinity, years of gradual change forced them to discuss forlorn grievances and emotional vulnerability.
That's how Laavin was born – a rand to celebrate new-age masculinity defined by new lifestyle products.