The NBA is baaack. And that means James Hrden’s beard is also back, and thicker than ever. As a key reserve and generally the Thunder’s first player of the bench, Harden made it cool to have a beard again last season.

For everything that Brawny paper towels tried to do by replacing the iconic “Brawny Man” and limiting his beard, James Harden’s beard is single handedly reversing the trend.