The Modern Man’s Ritual
Story by Samantha Carson
Bilal Parviz had a problem. His son was becoming a teenager and beginning to outpace him in the sports they enjoyed together. Bilal found it harder and harder to keep up with him on the basketball court and while riding their bikes, bonding activities both father and son enjoyed.
But outside of sports, it seemed to Bilal that there weren’t many other activities the two could do together. Meals were always an option, but Bilal wanted something different, something out of the ordinary.
Then he learned about Hammer & Nails Grooming Shop for Guys.
A Different Approach to Men’s Grooming
Hammer & Nails is one of many barbershops today that take a different approach to men’s grooming. In the past, men coming into a barbershop might expect a simple haircut and shave, maybe a hot towel. Today, however, men’s attitudes have changed, and with them the services expected from barbershops. Self-care is not just a social media buzzword; men now associate their personal grooming with their sense of confidence and pride in themselves. From dating to job interviews and public speaking engagements, looking put-together helps men feel put-together, and this preparation enables them to go out and perform better at work and in their daily lives.
And, according to Bilal, this process of caring for and investing in themselves is an experience men enjoy sharing with each other just as much as women do. “There’s a lot of fathers and sons that come together,” Bilal says. “Brothers come together, partners come together.”
Located in Sutton Square in north Raleigh, Hammer & Nails epitomizes such bonding experiences. Upon entering, every aspect of the shop—from the decor and color scheme to the music selection—gives a subtle but unmistakable impression of welcoming masculinity.
The attention is drawn to the bar located directly to the right, where, thanks to the shop’s full liquor license, customers can enjoy a range of drinks from beers to cocktails and bourbons before, during, and after their appointment. Nonalcoholic options, such as sodas and energy drinks, are also available.
However, it’s the services that are the real standout. While many types of haircuts and shaves are on offer, other nontraditional grooming services are equally popular, including facials, manicures, and pedicures designed especially for men. There are no smelly gels or polishes like those sometimes found in women’s nail salons. The facial treatments help with shaving and breakouts, and one of the pedicure options is designed for athletes to treat calluses and other foot issues that can cause pain and negatively impact performance.
Each station has a TV as well as—in the room where manicures and pedicures are provided—noise-cancelling headphones so men can relax and enjoy the game or a movie during their service. However, many take advantage of the opportunity to simply sit back, sip a quality drink, and talk. Grooming services are popular among family members—fathers, sons, brothers—as well as friends. Father’s Day is especially popular, and some customers travel up to an hour and a half to make sure they get in their self-care at the shop.
Guys Like to Be Pampered, Too
Hammer & Nails is not the only barbershop offering such an experience. In Holly Springs, CHOP Barbershop offers a similar package called El Presidente. This service, which typically takes about an hour and a half, includes a haircut, shave, hot towel neck shave and lather, and facial services, including a wash and eye cream.
“Guys like to be pampered, too,” says manager Aislinn Suelflow. “People come in and buy gift certificates [for the El Presidente service]. People love it. It’s really each step of a general shave service, but you’re making
it into a luxury experience.”
The vibe at CHOP is slightly different from that of Hammer & Nails; the shop services customers of all genders and ages, including children. The decor is more eclectic and retro—1950s-esque barstools, bright colors, and shiny chrome rather than dark wood and leather couches.
Like Hammer & Nails, however, CHOP’s goal is to provide a place where people can bond and form community. The layout and equipment of the shop are designed for customers to be able to face each other and have conversations during service, and Aislinn is planning a renovation that will knock down a wall and open up the area even more. As it is, however, men already frequently bring their sons in so both can have a service while simultaneously enjoying time hanging out together.
Aislinn has noticed a difference in how men groom themselves now compared to how they did so during her childhood. At that time, she says, “Guys would wear deodorant and bodywash. That’s pretty much it.”
Today, however, it’s a different story.
“In today’s society it’s becoming more normal to take care of your body and your skin and your hair,” she says. “Guys are starting to lean more into it.”
