There’s a new movement afoot when it comes to men’s barbering. It’s not quite a trend yet, but it’s coming. American Crew founder David Raccuglia calls it an anti-barbering movement. “We’ve been in this aggressively faded and intensely groomed period,” says Creative Director Paul Wilson, “but David and I have been having these anti-barbering conversations, which led us to this whole Americana vibe, and that’s what this shoot is all about.” According to Wilson, we’re starting to move away from hair that’s so meticulously groomed. “We’re growing hair out a bit and seeing a more textural finish in certain cases,” says Wilson, who also sees a sideburn story emerging as well. “The idea is to use facial hair in interesting ways to accent a guy’s features.”
Pomp & Circumstance
While this look is a nod to the classic pompadour, especially the longer length, it doesn’t have an overly groomed quality to it. Creative Director Paul Wilson worked some American Crew Alternator Flexible Styling and Finishing Spray into the hair before blow-drying, using his fingers instead of a brush to style. When the hair was dry, he went in with some American Crew Forming Cream to provide medium hold and shine.
Lean & Mean
This look moves into a leaner profile and cleaner perimeter. “We’re still sort of honoring the idea of the pompadour, but again you see a loose finish,” says Wilson, who used American Crew Liquid Wax as his foundation product, blow-drying the hair with a Mason Pearson brush and alternating direction, moving the hair from one side to the other and letting the style develop. Once the hair was dry, Wilson worked a bit of American Crew Pomade into the hair with his hands to add a hint of shine.
“This guy had really cool texture,” says Wilson, who didn’t want to compromise that loose, wavy quality. To accent his facial features, Wilson carved in a long, wide sideburn that comes in right under the cheekbone. Working American Crew Flexible Styling and Finishing Spray into the hair before loosely blow-drying it with his fingers to enhance the texture. Then, to give the hair some grit and support, he applied American Crew Boost Powder, which is essentially a dry shampoo.
“This guy is a fusion of exactly what’s happening with the global barbering movement where fades rule,” says Wilson. “He had an aggressive fade going so we worked with that, defining the part and razoring the interior for texture and support.” Before blow-drying, Wilson applied American Crew Grooming Cream and used a comb to style the hair.
Four guys cruising the streets of Miami’s Wynwood Art District in a vintage Cadillac convertible—that was the concept for an American Crew photo shoot that pays homage to the ultimate style icon, Elvis Presley.
“David and I have been having these anti-barbering conversations, which led us to this whole Americana vibe, and that’s what this shoot is all about.” Paul Wilson
“ We’re growing hair out a bit and seeing a more textural finish in certain cases,” says Wilson, who also sees a sideburn story emerging as well. “The idea is to use facial hair in interesting ways to accent a guy’s features.”