In an recent interview, founder and designer of Joe Wallace opens up about his journey to creating "Hey There Fella" — a groundbreaking line of affirmation cards designed to help men navigate the invisible rulebook of toxic masculinity. Over tea at a sidewalk café, Wallace shares how decades of conditioning that teaches boys "vulnerability equals weakness" has created men who are experts at performing masculinity rather than living as complete human beings.
This candid conversation explores the mental health crisis facing men today, from the messages that shape destructive mindsets to the practical tools needed for emotional growth. Wallace's cards aren't about fixing broken men—they're about supporting those ready to expand masculinity to include the full range of human experience. By addressing specific challenges like handling pressure, building authentic confidence, and improving relationships, "Hey There Fella" offers a tangible alternative to both stoic silence and toxic online alternatives.
Discover how one man's personal practice of rewiring harmful conditioning became a community movement toward healthier masculinity, and why the world needs strong men who are whole human beings first.
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