League of Fat Bastards Aims to Bring Men’s Mental Health to Light Through Cigars

For Australian-born entrepreneur Adam Levine, men’s mental health has taken on a special meaning. Having undergone his own journey through mental health challenges, Levine is now focused on using cigars to bring attention to starting and furthering the conversations around men’s mental health and helping to raise funds for organizations supporting men’s mental health.

“Our League of Fat Bastards mission is simple yet profound: to help break the stigma on men’s mental health,” Levine said in a press release. “Through our commitment to contributing 40% of our net profits to supporting men’s mental health initiatives, we aim to make a tangible difference in the lives of men worldwide.”

The core philosophy of the company is embodied in the term “chewing the fat,” which the company explains as meeting and chatting in a leisurely way. For Levine, doing that over a cigar was a natural connection, and he created the League of Fat Bastards as a vehicle to form a community of “Fat Bastards” who are strong enough to express their emotions openly, support their friends wholeheartedly, and challenge societal norms surrounding masculinity. By embracing the values of camaraderie, vulnerability, and empathy, Levine and the company seek to empower men to prioritize their mental well-being and support each other on their journey to mental wellness.

As for the debut cigar, it is called the League of Fat Bastards Serie L, and it’s the first of a planned quartet of cigars that Adam Levine told halfwheel he has in the works, with the Serie O, Serie F and Serie B corresponding to the acronym for League of Fat Bastards.

The Serie L is made by Joya de Nicaragua and uses an Ecuadorian-grown Havana-seed wrapper, while the binder comes from Nicaragua and the fillers come from the Estelí and Jalapa regions of Nicaragua. It is being offered in three vitolas:

• League of Fat Bastards Serie L Robusto (5 x 50) — $13.50 (Box of 20, $270)
• League of Fat Bastards Serie L Toro (6 x 54) — $15 (Box of 20, $300)
• League of Fat Bastards Serie L Churchill (7 x 50) — $16.50 (Box of 20, $330)

All three sizes are regular production offerings, but the company does have some limited editions in the works. The company says that it is committed to donating 40 percent of its net proceeds to supporting mental health, though has not yet identified any specific organizations.

“The Serie L blend represents a culmination of passion, dedication, and collaboration between Joya de Nicaragua’s master blenders and myself,” said Levine. “Through multiple rounds of blending and meticulous selection, we have created a cigar that not only embodies my personal taste but also reflects the essence of LOFB’s mission.”

The cigars were featured at a launch event in Miami on February 17, and are now available for retailers to order following some delays in getting specifics of the project finalized. Levine and company president Nha Kim, are scheduled to be at the 2024 PCA Convention & Trade Show, but have not yet finalized whether or not they will be exhibiting with a booth.

Additionally, the company recently hired Ralph Khoffner as its national sales director.