The Return of Men’s Grooming

WORDS BY MONA ROSE BUTLER

PHOTOGRAPHY NEV OSTOIN

The quick cut has long dominated the world ofmen’s hair, but Black Forest Barber Shop is leadingthe way, as men begin once more to hold theirgrooming habits to a higher standard

The experience begins the moment you step through the door. Thoughtfully designed, modern, clean, and bright; it’s a space that invites you to stay a while. Here you won’t find a single messy station dusted with hair trimmings or shelves overflowing with dozens of product lines for sale. Jason and his team at Black Forest Barber Shop are leading by example, not only with the space, but with their own appearances as well: a man is well dressed, well groomed, and deserves self-care.

“Our real passion is to keep it really simple and clean so that when everybody comes in, they are automatically enjoying the atmosphere. Second to that is getting them in our chair, a great consultation, attention to detail, and then giving them the service they’re looking for. We push quality, we aren’t trying to get guys in and out and say, ‘Here, give us $20’,” said Jason Hatheway, owner of Black Forest Barber Shop.

Therein lies one of the key factors that sets Black Forest Barber Shop apart from most salons that service men or the typical barbershop: time. The men’s grooming experience has been reduced down to cheap and fast, but Jason doesn’t want to be beholden to the quick turnover model of relying on walk-ins. He and his team are building on getting to know their clients and creating lasting relationships, so that in 20 years they could see the children, or even grandchildren, of their current clientele.