A lot of us would have heard the saying 'Harden up bro', a common throw away comment to make light of a situation or someones emotions and directed mainly towards males.

John Kingi, one of the founders of Soften Up Bro plays on the old outdated saying above.  Flipping the antiquated and defunct dialogue on how being tough means being emotionless John and his partner Heemi  have created safe space for Māori tane to embrace their vulnerability and change the narrative of what it is to be a 'strong' male.

Whakangāwari ōu taringa - Ko John Kingi, Soften up Bro tēnei