A stylish community built around a barbershop.
We got a problem:
Barbers are back. By the hundreds.
Barbershops are on the rise. Riding the vintage wave of the last decade, more and more barbershops have been making a fresh comeback around hipster neighborhoods all over the country. Reviving cool styles of a classy yet innocent era, they are making sure everybody gets their share of self-care, smooth cuts and retro charm.
When Panos Sagias, the founder of a new barbershop in Chalandri decided to set up his own business, he knew it would be tricky to stand out.
We started by taking in all of his great thoughts in a two-hour workshop with rum, coffee & a vision that seemed much broader than a fancy hair salon.
He was all about "an easy-going place for people that live and breathe aesthetics, a reference point for a community that pays attention to the everyday small details that make life in the city nice to live."
LET'S SOLVE THIS
It was that community forming attitude that kept emerging throughout our conversation, so we knew what our main territory was.
We decided that all our proposed names would give out the sense of belonging in a group, an elegant gang, a bunch of stylish urban individuals. We also wanted to imply hairstyles & fashion but without staying on the surface, so we explored ways to reflect aesthetics as a philosophy beyond the visual.
Maybe that's why The Blind Dandies was a clear winner from the moment it appeared on the presentation screen.
At first, it sounds like a secret society, like a 19th-century band of street hustlers and misfits, like a revisionist's approach on hip hop.
But through a broader scope, it shows style and carefree elegance no matter the limitations.
And that's empowering and inclusive.