Our Story
Where it began.
Soft Man began with a book. In 2024, LaShawn walked through a difficult season and chose to write his way through it, honestly and without filter. That writing became The Unspoken, Now Written, a collection of poems on grief, betrayal, family, and healing.
The process deepened a conviction he had always carried: that men must be truly tapped into their emotions, mindful, self-knowing, and fully themselves even when they do not feel their best.
Soft Man is that conviction made into a brand, men defining masculinity on their own terms, with owning your emotions as what matters most.
Owning your emotions also means being vulnerable: being honest with yourself, and reaching out for help when you are struggling. That is why Soft Man offers free mental health and addiction resources, and why we built Gold Star, a private way to track your progress without shame.
