Those who follow me know I love BULLETPROOF LONDON, not only it's very unique and custom designs but the ethos and mantra's that are behind it. Joe has had a very tough 10 years building it to what is now. Joe discusses his severe health issues that almost killed him which gave him motivation to start BULLETPROOF all those years ago. He speaks his mind on what inspires his designs, the importance of being a trendsetter and gives crucial tips to anyone wanting to start their own brand. We also touch on the Gym, Mental Health, the importance of being self motivated and how to be Mentally Bulletproof.

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