At a time when traditional ideas of manhood are facing scrutiny and such terms as toxic masculinity are becoming more widely known through the MeToo movement, the group aims to provide new ways for men to express themselves.

“So often, we’re taught that to be an emotional stoic is the mark of manhood,” said Scott Turner, a 46-year-old interior designer and cofounder of the group. “If you show any emotional weakness or vulnerability, that’s a failure to your title of a man.”

But “if we expect men to be emotionally sensitive to the needs of others, they first need to be able to build an emotional vocabulary,” he said.

Part of that involves learning that physical touch extends beyond aggression or sex. Platonic affection can be a doorway to emotional closeness.