Home' INSTYLE Magazine : INSTYLE JANFEB 2016 Contents “If you can’t speak across the room to someone in another chair,
then the chair is too far away,” Leen said. Taking care of a lot of the
communication and strategy of the business while Bertus is being
creative – together their skills merge to become what is clearly
a global phenomenon with the product and pragmatic approach
needed to stay true.
“At Schorem a Lawyer sits
next to a biker and a biker next
to a rockabilly. When we started
it was all about the rockabilly
guys. People on the street
recognized haircuts as being
good haircuts – it’s got to be
real and not about retouched-
looking men’s cuts,” Bertus said.
“As you’ll see in all of the
photography and work we do,
there is still an element of realness to it,” he said.
The guys charge 33 euros for a haircut – it’s a rather standard
price for a non-standard experience. 61 euros gets the full kit and
caboodle (shave and cut) Everyone that walks into the shop knows
what they’re in there for – walk in with long hair and expect to
walk out with hair that’s much shorter. With 120 square metres
and 13 chairs, it’s important for the clients to be able to interact
from one chair to another – where people want to interact becomes
a market for all kinds of people.
The education side is also a big part of the business – a three day
advanced course is– 625 euro – 40 week basic course can be five
and a half grand but it’s not expensive compared to the price we
pay for premium education in Australia – in Sydney everyone had
access to a little piece of the pie for just $150.
“Not everyone will like us – for us it’s important to crack jokes
because that’s what you do in the barbershop but when you crack
jokes that’s a whole different job, you’re a comedian. We just hope
that something comes out that’s funny in every country we go to,”
Without sitting down with these guys like I did at Surry Hills
Blacksmith café, you would think that their distinctive DNA
could almost be too cool for school, but for them and everyone
willing to listen, it’s about being real, being men and not havi ng
to worry about the stuff you’d worry about in most places of
public “No cocky ego’s and attitudes are allowed either by the
way. The men only policy is a strong one,” Bertus said.
They don’t want more shops – they just want one shop. “We’ve
had other shops as well and learnt from that,” Bertus said.
Leen admits that models in magazines look so perfect but their
work is so different to that, “We are never gonna be like that –
there’s nothing ‘fake’ about our images or work,” Leen said.
They are from opposite sides of the country but their unity
is forever palpable – they actually seem like brothers. And for
both it’s a dream come true – they were both doing haircuts and
making good money, a lot from friends alone but the shop took it
to a whole new level.
“90 per cent of our styles
are built from classic haircuts
a good haircut is like a
tailored jacket. Put it in your
luggage and when you take
it out it becomes the base of
everything,” Leen said.
Both guys improvise as much
as they entertain, whether
it be in the salon or on stage
they want to bring guys into the future of haircuts and empower
them to enjoy their haircut, like they do a beer – it’s an ‘event’ so
The reason it works, just like most things, is that balance is
key. “I’m really creative and Bert’s all about the money. He’s an
entrepreneu r and I’m your typical artist – chaos wherever I go, but
if we travelled alone we would kinda miss each other,” Leen said.
Sometimes the best things don’t come from planning either but
from a willingness to put yourself out there. The model we used on
the front cover of our men’s supplement Leen says they found at a
music festival – they had both been awake for three days but it was
a bloody cool haircut.
“We have never done anything for media – just for social
media, but the media picked us up. We have never paid a dime for
an advertisement – we let it grow the way it should – by people
paying for their haircuts,” he said.
From a salon in the Netherlands to a room full of hairdressers
inspired to enjoy what they do, to be successful is to create an
environment that can’t be created any where else, one that people
will come from all over the world to see. For these two, it’s all a
dream born from their everyday reality.
“We don’t hire hairdressers,
we only hire guys from the street or
former hairdressers that decided
to become barbers, if you work at
Schorem, men’s hair is the only
thing you’ll be doing,”
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