During the 1980’s and 90’s we saw many of the local barber shops our fathers and grandfathers frequented disappear and were replaced with salons catering primarily to women.
But times have changed, and men are back. And so to are the barber shops, OK referring to them as traditional maybe one step too far but the ethos they are found on and the new generation of business they are attracting is very similar to their original counterparts.
A brand that is synonymous with male grooming, but more importantly the masculine image of barber shops is American Crew. They offer a passionate commitment to men’s grooming, with their primary aim being to bring men into salons, provide them with a great new experience and show them new ways of incorporating style into their everyday lives.
They recognise the growing number of men that are concerned with their appearance and who want to look their best and an acknowledgement that this trend of image-conscious men spans all ages and backgrounds.
Founded in Chicago, by David Raccuglia back in 1994, he foresaw this trend or as he puts it, “A future where men would pay as much attention to their looks as women do, without loosing their masculinity. Which is why everything we do fosters authentic confidence—from our shapes and styles to our products and imagery.”
American Crew is more than just a lifestyle brand or a salon supplier. It’s a landmark in the history of men’s grooming, in the same way as Brylcream or Aramis. It has all of the male grooming interests in mind. The company provides, obviously, shampoos, conditioners, hair gels, grooming creams and shave oils, but also shave gels, post-shave cooling lotions and fragrances.
As a brand it’s never forgot its primary aim, even though it’s the leading salon brand created specifically for men, it gives men and their barbers the tools they need to create stylish, masculine looks.