“We’re not a mancave,” is one of the first things salon owner Matty Conrad makes clear.
“Instead, we want to create a barbershop that highlights the fact that men’s grooming is an art form.” Having worked on the Schwarzkopf Professional Canada team on the West Coast and recently invited to the ASK Academy in Toronto to teach traditional men’s grooming, Victory Barber and Brand is Victoria’s answer to the recovery of the bygone art of barbering.
“We’re trying to bring back that cut and coolness, and inspire younger stylists. We’re bringing back straight shaves and really good clipper work,” says Conrad. “If you look at men’s fashion, there’s a move away from the fancy-boy haircut of faux-cuts. We’re going into classic tapers, really high-end tight haircuts, something that’s disconnected and heavily swept, and styled and groomed properly.”
Conrad is also developing his own line of shaving products and facial care, together with a naturopath, called Victory Barber and Brand Apothecary, which is set to be released this summer.