Alexa Liss

Today's culture can put a lot of damaging gender-based lables on individuals. Often, if a man enjoys things that are more often associated with women like cleaning, sewing, or baking, he's told to "be a man" and persue more "manly" pasttimes instead. Similarly, a man that's the domestic half of a partnership is also often looked down upon. General Knot & Co.'s "Be THE Man" campaign attampts to retake this phrase and turn it into one of positivity, encouraging fellas to "be THE man" that knows how to take care of himself, his home, and his priorities and hobbies without giving in to damaging stereotypes.