A Close Shave
Traditional Techniques for Modern Times
Words by Sommer Brugal Photos by Eric Morales
When cofounders Chris Applegate and Michael Regino set out to open SHED Barber and Neighborhood Supply, they knew they didn’t want to be a traditional barbershop. While they aim to pay respects to the “old-boys,” they want their shop to represent where we are today.
The mix of old and new is visible in just about every corner at SHED. The shop’s clean, minimally styled, coastal interior is lined with murals, an element that was purposefully created to pay respect to its Holly and East Cesar Chavez neighborhoods. A full line of apparel sits at the entrance for customers to browse.
The space presents a stark difference from the often-darker décor one would find at a traditional barbershop.“All of [the traditional aesthetics] are awesome, but we wanted to take the traditional barbershop and move it with the times,” smiles Regino. “We wanted to create something that was safe and welcoming to everyone.”
Despite the shop’s departure from the expected barbershop aesthetic, SHED does maintain and practice techniques employed by traditional barbers. Hot lather shaves, for example, include hot towels, pre-shave oils, face rubs, and after-shave products. Regino admits all these things are necessary for a successful shave.
Fostering relationships and encouraging new traditions is SHED’s ethos, and what sets SHED apart from other barbershops is the team’s attention to detail, from the services each barber provides to the time each spends with his or her customer. Regino’s favorite aspect about his work is interacting one-on-one with whomever is in his chair.
Applegate says the team works to become a part of a customer’s ritual, as opposed to being a convenience or something one has to do. Both Applegate and Regino hope to show customers that there’s more to traditions than what they already know, that traditions can be whatever they want them to be.
“We realized that it doesn’t matter what [service] you come for, but if you come to SHED and have a great experience, talk to your barber, see a friend, you start making it a ritual,” said Regino goes on to explain, “and that’s going to be my new tradition.’”
While they’ve toyed with the slogan before, the duo is more certain than ever that for many SHED customers: “Tradition starts here.”
Contact:
512.305.3915
2400 E. Cesar Chavez St.
shedbarber.com
@shedbarber
