Today is a pretty big day for your face. Harry’s, the lords of American shaving, unveiled its new magazine called Five O’ Clock (which is obviously a cheeky drinking reference). Then, almost simultaneously, the masterminds at Mr Porter took the lid off of its new grooming shop, which is stocked with all sorts of good stuff from Aesop, Baxter of California (which we do work with, full disclosure), Le Labo, Malin + Goetz and more. Maybe there’s something in the water?
Or maybe it seems like today could be looked back upon as a red-letter day for men’s faces. Obviously, that is a bit of an overstatement, but the fact that all of this is happening makes me think that guys are actually taking care of themselves. Not that the concept of that is really new, but it seems like there’s some sort critical mass forming in the men’s grooming world? That or this is the pendulum is finally swinging away from the frothy, bearded-days of the urban woodsman. As someone who has had to shave his entire life (due to my inability to wear a normal looking beard), these days of shaving start-ups like Harry’s are a welcome sight.
Wanting to have a voice in the grooming conversation, and as Harry’s co-founder Jeff Raider told me at the launch dinner for Five O’ Clock. ‘There were just so many unanswered questions, we wanted a resource for our guys and we thought it would be fun to start a magazine. It’s something we thought about since the beginning, but we needed to launch Harry’s first.” Which they did, and to much fanfare and then they made good on the grooming magazine idea.
Both Jeff and his co-founder partner Andy Katz-Mayfield seem to possess both the acumen and the sense of humor to pull something like this off. While Harry’s is serious about the technology that goes into shaving, there’s a playful aspect to the brand and that shines through in Five O’ Clock. Need proof? See our friend Mr. Ted Harrington’s profile. You may never think about shaving the same.