The revered yoga apparel company’s new Strength to Be campaign—focused on redefining the meaning of masculinity—features adamant vegan and punk rocker John Joseph.
Vegan musician John Joseph—the frontman of punk group Cro-Mags—is featured in yoga brand Lululemon’s first global campaign for men.
The “Strength to Be” campaign is comprised of a series of short clips featuring five men who are inspiring new definitions of masculinity and strength.
The campaign will also highlight devout Muslim and promoter of nonviolence Ibn Ali Miller, ocean conservationist Mark Healy, inspiring gay rapper Ojay Morgan (known as Zebra Katz), and Puerto Rican champion boxer Orlando Cruz—the first professional fighter to come out as gay. “While each of these stories is unique,” Lululemon’s Men’s Brand Director Karl Aaker said, “they all perfectly capture the theme of the campaign—which is really about finding the confidence to be true to you.”
Dea is passionate about pursuing gentle, pure living in all its forms. She’s a veg and fruit foodie, who loves to explore the healing properties of plant-based foods and then fully indulge in their sun-filled taste. She believes that “In the end, only three things matter: how much you loved, how gently you lived, and how gracefully you let go of things not meant for you.”