The iconic Schorem barbers took Manchester by storm this month for the UK launch of Reuzel, with 600 barbers descending on the Great British Barber Bash at Victoria Warehouse for a close up with brand founders, Leen Bergmann and Bertus Jan Rietveld.
Hundreds more flocked to the Reuzel stand and men’s stage at Pro Hair Live where the Scumbag Collective demonstrated their precision men’s cuts.
Schorem, the cult 12-chair Rotterdam barbershop that has amassed almost three quarters of a million Facebook fans and a daily queue outside its doors, is committed to their mission to provide nothing but the very best pomps, quiffs, flat tops, fades and razor shaves on the planet. Two posters, ‘Barbershop Classics’ and ‘Signature Haircuts’, hang in the shop, displaying a total of 22 haircuts.
If it’s not on one of the posters, you’re in the wrong place, says Bertus. Men don’t want to go through books with models that look nothing like them, with the perfect abs and jaw lines and bleached fringes. That shit’s not real life. They want to point at the wall, sit down and not have to worry about the end result. When guys come to Schorem, they know they’re going to leave with a perfect haircut.
On stage, Leen and Bertus talked through their incredible journey, from ladies cuts and being inspired by Vidal Sassoon to approaching a bank manager to borrow cash for a brand called ‘lard’. They charted the tradition of barbering (“the world’s second oldest profession!”) from 2000 years ago to when men removed their beards with a bayonet, to the 60s and the rise of men’s visits to hair salons and the resurgence of the barbershop. And they cut some sharp men’s looks…
The products are on sale now in the UK and new launches (2 shampoos and a conditioner) join the range in May.