Behmann Gustasvp (pronounced “Goos-tas) is a beam of light, energy, and wit in the world. The head of community and partnerships at Vessi Shoes began his career in journalism, before pivoting into retail and brands at L’Oreal, lululemon, and Native Shoes.Born in Pakistan, Behmann grew up there until he was 10, one of three siblings in a happy, spiritual home environment. His father was a civil engineer in their mother country but moved his family to Canada for a better life with only $10,000. He went to BCIT for journalism, moving into radio working on the street team for The Beat. Eventually, he found himself working in retail at lululemon, sparking his career journey into working at global brands crafting community and experience. In this conversation, we explore growing up in Pakistan as a competitive, athletic youngster and how sports was also a mask for him; his experience coming out to his family; why creating communities and experiences with the brands his works with feeds his soul; the importance of being the first to say hello; what working at global companies has taught him the most in his career; what he misses most about Pakistan; and more.    

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