 Nee, het schoort hem. Ja, het is een dutch. All right, so you can say score hem. Well, I'm going to say it however you want to say it. Ja, wat je kan. I don't want people to say it. Schoort hem. Schoort hem. Okay. Haarsneider en barbier. Perfect. So, okay. What does it mean? It means pretty much assholes. It's a really bad word. But when you come from Holland, it's a really good name. Because it's got a little joke of word in it. Okay. Because it's also the past tense of I shave him. I shave him. I scare him, I score him, I score him. It's a lost in translation. It's kind of lost in translation. But the thing is, when we opened our shop, we had no idea that the shop would be known over the borders of Holland. Ik denk niet dat we een andere naam zouden geven, maar natuurlijk, niemand in de wereld kan het praten. Je moet in Duits, misschien in Duits of België kunnen praten dat het eerst geluid is dat dat heel hard is, wanneer je Englisch spreekt. Kijk, ik denk dat we begonnen hebben. Ik wil je over je schoenen, want het is heel interessant voor mij. Ik ben in de IJona Salon. Jullie zijn op een heel verschillende deel van de industrie, maar ik denk dat de industrie zich aan het verbinden. Dat is waar ik denk dat jullie in populairiteit zijn geblomen. Ik denk dat hairdressers en barbers alike het op dit moment volgen. Het is een impressieve ding om te kijken. Dit was besteld bij Kiyoshi, van Mizutani, toen het eerst kwam. Ik heb de hele ding gezegd. Ik heb alles gezegd en ik denk dat veel mensen het lievelen. Dus vertel me, als je op het eerst begon, zei je dat je het namen hebt. En je dacht niet dat veel mensen het niet zou weten, maar dat het niet nu is. Eigenlijk kwamen we met de idee. De meeste mensen die we vrienden vroegen en de familie dachten dat het het worst idee was. Maar het weirde ding is dat we nu in Amerika zijn. En we waren gewoon echt geluid van de Amerikaanse barbe culturen. Want je historie met barbershop is zo veel meer interessant dan waar we vandaan kwamen. Het is wel de war die de barbershop in Holland kreeg. Want natuurlijk waren we gebomd en hadden we de land gebouwd. En dan had je de hippies en je had de stenen en je had de bedelen. Dus dat is wat de eindblod was voor de barbershop. Dus in Holland waren er geen barbershops meer. Maar we konden zeker in Amerika en in Turk. We konden in de historie van de barbershop. Zoals ik altijd dacht, we hebben veel ideeën van jullie. Maar we hebben het gecombineerd met de historie van de barbershop in Holland, Frans en België. We wilden gewoon zo veel weten als er was te weten over barbershops. En dan wanneer we de barbershop openen, was dit het worst van het business plan. Want wat we didden, normaal, als je een salon of een barbershop openen, of wat de klanten zouden willen, dat is waar je je ideeën op had. En wat we didden is, want we hebben ontwikkeld voor een heel, heel lange tijd. Hij had de eerste barbershop als hij was 16. Hij had de eerste barbershop. Ik was 18 toen ik mijn eerste salon opente. Dus we hebben veel geleerd. En wat ik vind heel interessant is dat we begonnen met menshaar. En dan hebben we dat grote detour gekregen om vrouwenhaar te leren. Leren om op stage te leren, leren om naar de educatie te leren. Voordat we de eerste plek hebben begonnen te leren. En toen we dat shop openen, in het begin wilden we echt over een Amerikaanse barbershop. Zoals Juke Bogst en alles. En dan ontwikkelde we de achterbar die we hebben. Dat was 120 jaar oud. Handcrafted. En speciaal de fact dat handcrafted was door een carpenter. Een master, een carpenter. Voor ons was dat de gevoel dat we hadden op de shop die we wilden maken. Want voor ons is het de ultieme plek waar we zouden willen gaan. Dus we hadden het hele wat een klant wilde. Dus we hadden echt laag muziek. En we hadden een stupend naam voor de shop. We gingen naar de Kamer van Commerce. Ze waren gewoon, je kan niet kopen je shop. Assholes, je kunt het gewoon doen. Ik denk dat ze het eigenlijk opkomen. Als het oké was. Met law. Als je kan kopen. Want het was, het is een horreble naam. In Holland is het een horreble naam. Ja, want niemand in Amerika zou kopen hun shop. Assholes. Nee, nee. Het maakte geen sens. Maar er is al een klein dier aan het doen. Want Schortem, en het is echt een goede woord. Als ik mijn moeder koei. En ik zei, we hebben de naam van de shop gevonden. Het gaat om Schortem. Ze kreidde een beetje. Ze did. Ze did. Ik koei mijn zon, Schortem. Dus ik zei, mama, ze heeft dat al al jaren gedaan. Het is zoals de schum van de naam. Maar het is ook de pastens van ik schave hem. Dus ik schave hem. Ik schreef hem, ik schoor hem. Dus, en, en, want we waren, we, we, we hadden een image. Met de white jackets en alles. En dan, als het Schortem is, het, het, het, het, het maakt sens. Want, je weet het, het werkt. En dan kwam het allemaal samen. Ja, we hadden deze mooie shop. Met alle antieken. Want we waren, we waren absoluut niet op de antieken. Aan een bepaalde punt zouden we 4 uur rijden om een, een licht, een socket te krijgen. Dat was gemaakt uit de baklijt. Is het niet leuk, toch? Ik denk dat veel mensen, maar misschien kijken naar wat je hebt gedaan. Kijk naar je shop. En het, het, het, het image dat jullie portrayeren. Maar dan ontwikkelen dat je eigenlijk 4 uur moest krijgen. Een lichtsocket. Het is, het is eigenlijk echt goed gezegd. Like you put thought into every, even though it's, it's kind of like a, I don't know what the word would be, but like, it looks like you didn't take a lot of time to do it, but every piece, exactly. And that's what I love about. It took a really long time, but, but, but what you got to understand is that we, we put a lot of time and effort in it. But I think the most important thing is, we put love in it. You know, because we, we, especially fun. There was a lot of fun and, and a lot of love because we would be so happy with like a small old can or, you know, and we would be like, we would actually drive for, I mean, we got so many because barbering, it's not just about her. It's about storytelling. It's the same with your, your Facebook, your Instagram. You know, you want to tell a story to the people and especially with guys, you know, I mean, that is the, that, that, that's the, that's the core of the barbershop. You tell stories together. En I mean, when we opened that shop, I mean, at one point, we really wanted to have a crocodile. Don't ask me why we, Like a real crocodile? No, we wanted to have like a stuffed crocodile because, you know, for us, when, when, when, when you read about wizards and blah, blah, there's always a crocodile. It's a, a mystic thing. So Lane found one on the internet. Now. It's impressive. Yeah. So, but the thing is, it's not that impressive. No, no, no, no, no, no, no, no. Because, because the thing is, we, we saw the crocodile. Right. En we were all excited. And it was way up north. Like we had to be in the car for three hours. I know in America, that's nothing, but in Holland, that's pretty much from the south to the north. It's, it's, it's pretty far. So we rented a van to pick up the crocodile. Right. And we drove for three of, and the, and the crocodile got bigger and bigger, you know, in our heads. And we were just like, you know, I, I, I, I don't have a driver's license. So I was just being slightly drunk in the, in the car, because we had rented the car because my car, I got a big car, but I thought it was too small. So, but in our heads, the crocodile could be, and we were like, oh, maybe we have to, it has to be in the ceiling. Like how are we going to lift it? And then finally, we arrived at the house. The guy opens the door and there is a crocodile in the hallway. And we go like, that better, you better have the father upstairs. And he was like, no, no, no, this is the crocodile. So we, we had a van and we put the crocodile in the middle and we're like, that's great. But you know, so there's a story to every little thing in that shop. In the shop. Yeah. Yeah. And I, yeah, it's important, man. It's about. So tell me about that culture that you're talking about. So you talk about the American culture of barber shops and what do you think it's, if you combine that old American culture and just the culture of barbering in general with what it's like right now. What do you think is the big difference? I think that we lost the art of having a conversation with a total stranger. I think, I think that when you look at the barbershop this, the cycle, the psychology behind the barbershop is so much more important than just the haircuts. Yeah. You know, I mean, you have to create an environment that I mean, the shop that we got, it's our shop. It fits like a glove. So I feel a thousand percent myself in that shop, you know, and that's, and that's going to work. The people will feel that. And we think, I mean, don't get me wrong, we love the history of the American barbershop, but we're not American. We're not trying to be American or nothing. You know, we really, we had like so many friends that wore the haircuts that we like to do and everything, you know. And but we discovered the real magic of the barbershop at the moment we opened the doors, right, because we saw what was happening. People started to talk to each other again. People that didn't know each other. Right. And the society has changed so much without us even realizing how much it changed because people are living their lives on their Instagram pages and everything where you only showed the good stuff. You know, you don't talk about the bad stuff because you don't want the people to know. But somehow in the barbershop you will talk about the bad stuff as well because you're amongst the guys. Right. And back in the days, the barbershop was called a third place in a society, you know. And the people need that. But things have changed. I mean, so many of the people now back in the day you had like your circle, right. You had like your house, your friends, the family. It was all close together. But now the people either travel for work or they stay at home working, you know. I mean, the people without even knowing it, you know, you're spending so much time not having a social interaction anymore and a barbershop is one of those places that still, it's a natural thing. It's the lifeblood of the society that you actually talk to each other. But we forgot about places like that because if you go to a bar with your friends, yeah, well, you still want to be the coolest guy in the bar, you know. There's women there. And I mean, you know, it's a different thing. You don't have to show off in a barbershop. In a barbershop, your colors fall away. Nobody gives a fuck about how much you make in the end of the month, where you come from, you know, and you're there for the same thing. Plus, a lot of guys didn't really, I mean, I think the barbershop is is a place where we're getting a haircut. You know, getting a haircut was not fun anymore because they went to a salon. You know, and guys don't know a lot about their hair and the rules, the social rules in a hair, a salon, for guys is, they're, it's pretty a complicated thing. When there is a woman over here with, with foils in her hair up to there. Right. Most guys have no idea what's happening. They're like, oh, Jesus, you know. And that's not it. And in a barbershop, that's not happening. Right. Plus, in a bar, I mean, when you're in a salon, the chair is facing the mirror. So you're creating little islands in a shop, you know, and you're building a band of trust with your client. So don't get me wrong. That's not, that's, that's not a bad thing. Right. Right. Because a lot of people want that thing because they know, blah, blah. We turned the chairs around. So the people getting a haircut are actually facing the people. Talking to everybody. So yeah, you do not tell a joke to your client. You tell a joke to the room. Yeah. And there is always this guy that knows a better joke. Right. So you get, so it's completely different. And I think, I think those places were needed. Again. Yeah. Right. And now we see the whole, well, maybe the renaissance of the barbershop, because there's some, and we can only, we can only be happy about that because guys should have, have to be able to choose whether they want to go to a salon or to a barbershop, you know, and a barbershop, it's a different, it's a place where everybody will know your name. Right. And how long have you had your shop? Five and a half years. Yeah. That's crazy. That's insane. That's insane growth. It feels like 25. Oh, I know. I've had mine for seven. And yeah. Well, we had this shop, but we had shopped for that as well. You had a shopped for that when you, because you started when you were 16, right? The stuff that we did in the five and a half years, I think a lot of people put that in 25 years. Yeah. Yeah. I mean, that's something that, so you've, now I want to get into the products because I, we sell these in my salon. I love everything about the products, but I don't know what those are. So I'm excited to hear about that. So tell me, the products launched, it's Ruzel. Yeah. I got that one. Yeah. It's actually Ruzel, but Ruzel is also a Dutch name. All right, all right, all right. And that actually really sounds good in German. Yeah. Ruisel. So tell me, so you launched with these two, right? And so tell me why did you do it? Why start the products? Well, one of the problems that we had, I mean, again in America, there is a lot of really cool, small brands of pomades. But in the beginning, when we started shop, it was really hard to combine those products a lot of times. And the thing with guys is, once they're used to a product, they want to keep using that product. Yeah. And for us, it was starting to become a problem because with some brands, they were actually made in a shed in the backyard, right? So we tried to order that and we never had the products. Now, so this is pretty much... Sometimes they couldn't deliver like for six months or eight months. That was really shitty. Yeah, yeah. That's not good for business. No, no. And it was turning into a problem. And the funny thing is, because we, of course, first of all, we wanted to open an American bar, blah, blah, blah, and we were looking for an English name that didn't work out. And then one night, we found the name Schortem, which was perfect. And well, the thing that we did because we were so happy that we found the name is, we got drunk. And that same night, we actually said as a joke, a complete joke. We said, well, maybe if one day we are going to make a pomade, we're going to call it ruzel because it means lard, right? And we thought it would be hilarious if somebody would say, oh man, I got lard in my hair, you know? But again, we had no idea that stuff was going to happen because the people all said, like Schortem, no, a shop with a name like that's never going to work. But that worked out perfectly. So we were like, oh man, we got to make the pomade. I can't wait to hear what you name the next project. So, so tell me about the products. So yeah, we got like, for us, it was really important to come out with an old school grease based pomade. Now, the weird thing is, this will never be the best seller, but we would have not done our brand without a real grease because our haircuts are based on an era of time that was before the chemical revolution, people did not know how to make gel or hairspray. That's why when you watch old movies, guys always look good because they got greased up hair, slicked back, you know, and that those haircuts will look good in 200 years. Right? So for us, that was the most important thing. We did realize that we have to have a water base that's easy to wash out because that's the problem with grease, right? It's hard to wash out. That's why we got the hair tonic. I'll get back to that. But you know, we, our shop and haircuts are based on the real grease because the water based, it's a pomade, but it's not a grease, right? Because you can wash it out. But for the clients, this is way easier to use. So we like to say, we got like, we got like old school and we got new school. Yeah. Which is good because you have to teach the people, your clients how to use the products. Right? So these were the first products that we came out with and then we came out because this is my personal favorite is this one, right? I mean, we sell the shit out of the red and the blue. Ja, because the blue is pretty much the red on steroids. Right. So it's stronger. It's doing really well in Asia. You know, it's like really when you got, when you when you got really straight hair it really works really good. And then we wanted, of course, a strong pink. And this is my, this is my favorite. You know, you can do pretty much every hairstyle with it. But it's even harder to get out of the hair, right? But for me, you know, the build up of the grease is going to make the hair look even better. Because if you got greasing hair for a couple of days, just it goes into the hair. So you respect the natural fall and wave of the hair. You just learn to play with it because, you know, it has to move. Right. So that was a cool thing about the pomades. We're coming out with two more, like a matte and a fiber pomade. So both new school, a bit more easier to use if you do not want to go for the greasy look. Okay. So both water based. Both water based. Yeah. Yeah. So easy to watch out. We got beard products. This one is pretty revolutionary because it's a beard foam. It's a conditioner. Yeah. So it makes your beard swell up a little bit. So it's actually foam. And I'm pretty sure it's the only one on the market. It's really cool stuff. We put Mr. Edward Teach on the label. So that's black beard, you know. And black beard was the most notorious pirate in that. Most notorious pirate in history. Sorry about that. Okay. So it's the most notorious pirate in history. And the funny thing is because people like to say about schoam. It's all smoke and mirrors. Yeah. Yeah. Maybe it is. You know, I mean, we definitely marketed an image. Yeah. Yeah. But that's exactly what black beard did because when you read the history books, which I love history, he's scared people he's scared people to surrender just by looking like that. He actually didn't kill the guys on the ships. So yeah, just intimidating. I love, I really love that. So. Well, that's what's fine. So with saying that, what the funny thing is, like when you guys walked up, so I've only seen this. Yeah. I've heard stories and I know your products. I know your image. When you guys walked up, I was like, are these the same guys? You're very like, very like, you were smiling bigger than anybody I've ever seen and you're just like happy and, you know, very outgoing. So it's cool. Of course. We're, we're living the dream. I mean, we never, never ever expected to, to become a success. I mean, we're, we're to screw ups. And you know what I really like about the product in the shop is we, we follow our guts. We're just like, oh, this feels good. Let's do it. You know, and it's the same with, and some stuff is just stupid, but because it's stupid, it's fun. I mean, on the aftershave, we have a guillotine because that's the closest shave you can get. Right. So for us, and we go like, oh, can we do that? Yeah. Because if you think too long about a 90, then it gets too polished and everything, you know, it's the same with the pig. I mean, but the, the, what is the pig? The power of, well, the pig. Bacon fat. Okay, lard. Because it's, it's ruzel. So it's lard, you know, and lard is like, like the most horrible thing in the world. They used lard in the war to make it easier to, to, to swallow old bread. You know, I mean, I mean, it's a horrible product. And they baked shit in it. It's like the most greasy, the fattest, dirtiest shit in the world. But you know what, you know, and I told you before, we stole from everybody, right? No, I have an example. There is a movie called Oh Brother Where Art Thou. Okay. Yeah. Have you seen it? I have. From the Cone Brothers. So George Clooney uses deperdenpo made. Yeah. I don't want Bob God damn it. I'm a deperden man. Yeah. So the Cone Brothers made the most famous pomade in the world that did not exist. Right? So that really inspired us. And we got an original can of deperden from the movie, a movie prop on eBay. Okay. Now you know what's in the ingredients of deperden which is a fictional ingredient. Alaskan seal fat. Yeah. Baby seal. Baby seal fat. So can you imagine just. Right. Right. Yeah. And we were like, oh man, these guys, these guys, that is, that is just brilliant. Yeah. And we knew that the first pomades were made out of animal fat. So we were like, okay, it's a wink to back in the day because the first ointments, ointments, yeah, they were made out of animal fat and they were used to close the wounds after the bloodletting and the leaching which of course got infected, blah, blah, blah, and that's how a product kind of evolves and became a hair product, right? And the smell really rants it so they used apples to cover that rancid smell and that's where the name comes from. The French word for apple is pom, pomade. That's why the pink and the green smell like apple, you know, because it's about storytelling. Hey Gordon. What's up Gordon? So, in a very natural way. It's very good. Nobody noticed. So, that's pretty much how, you see, so, I mean, you can call it inspiration, you can call it plain stealing. It doesn't matter because we just gave it our own twist and we have a lot of fun making, coming up with ideas, you know, I mean, and we are not afraid to make a fool out of ourselves. Have you seen my pin? What does it say? I don't want to get one of those. Well, I can't, I don't want to mess up the word again. Try. Sport them. What is it? Sport them sucks. En what does it say under it? Fucking hipsters. Fucking hipsters. Yeah. That's what people like to call us to, to, to bring us down. Okay, well, if you like to say that, I'll make a pin for you, you know, you can put it in. I'm saying this, this is why I, so I don't, so there is a whole world, so I, I accidentally put out a men's haircut. Yeah. And, and this was like when I first started making videos two and a half years ago. The video, because of the popularity of men's cutting, I'm not even a barber, I don't consider myself a men's cutter really. Got five million views on YouTube. And it's a nightmare. I still don't take it down because that's five million views. But every single day there's horrible, hateful things being said. Yeah, yeah, yeah. So tell me like, so. Well, you know what? In the beginning, when we first had to shop, it kind of hurt my feelings when, when the people were putting it down. But first of all, when we made those posters, right, I was looking for a model with a beard. This is five years ago. Took me three weeks to find a model with a beard. Now, if I need a model without a beard, it's going to take me three weeks. But you know, that whole movement with the hipsters and the beards and everything. I think we, I think I, first of all, we have, we are the two luckiest motherfuckers in the world, right? I mean, we start the shop and we were, we were at the right place at the right time, doing the right thing, right? Everybody else could have done the same thing, but we were there and we had no idea that this whole thing would was going to explode with the beards and shit, right? Because we just opened that shop to cut our friends. We just wanted to have fun. Now, then people, the hateful things, you know, because people go about that hipster thing. But for me, a barbershop is open for everybody. So I don't care if you're a hipster or a punk or a psychabilly or gay or, you know, if you're a guy, you're going to get a haircut. Right, right. And by realizing that, it was kind of easy to let all the hateful things just slip away. Because you know, I'm just doing my job. I love doing my job. If you look at the DVD, you can see we actually really enjoy doing haircuts. And if there's a little bit of advice in that, whenever somebody tries to put you down or behave, man, just, you know, I mean, the thing that I have when they react on my Facebook page of whatever, fucking hips, blah, blah, I said, but yeah, here you are on my page. Check in on what I'm doing. You know, your haters are your biggest fans. Yeah. Right? I mean, the people that spend all the time on your page going like, I hate this. I hate that. Man, they're spending time in you. Yeah. Right? True. So. That sounded really strange. They're spending time in you. They're spending time in you. Thank you. So tell me, that's fine. We're good. This is not. No, it's like, you know, I mean. I totally get what you're saying. And I respect that because it is the way, I think a lot of people get, they fall into the trap of, maybe not doing something because they feel like, somebody is going to knock them down or feel like they're copying somebody. I've never really, like for me, I take inspiration from everyone and I love being able to put my twist on it. So, that's cool to hear that that's what you guys are doing. That's it. And you know what? I think Sjordem is so, it's a really trans apparent shop. You know, we try to be honest about everything. You know, the haircuts are honest because when you look at when you look at the trade, craftsmanship, I always like to say, you cannot lie with your hands, right? So in the end, because I mean, again, we're really lucky, we travel and we had no idea, you know, because the first time that we had to go on stage for, I mean, I was shitting myself. I mean, I never chose to do that. You know, it kind of happened to us. But man, I was scared shitless. You know, because I'm just used to being behind the chair with my client. But you know, you have to be honest to yourself. Is it still the thing I want to do? But in the end, you know, it's all about the client. You know, even for us, still, it's all about the client. I want every client to leave that shop feeling good about himself and his experience in the shop. Just never, ever forget about that. You know, because that is the core of the shop. And uh, there's a little there. I mean, you know what? It's the other thing. I mean, you want your client to look good when he leaves the shop. But you want him to look great when he leaves the house. Right? So you got to drop your ego. You're not doing your haircut for anybody else. It's just for your client. I mean, if he can reproduce that same haircut and feel good about himself. Man, you've done a great job. That's why we got started in this business in the first place. We took this to the max on time. But I appreciate you guys. The cameras are shutting off. That's never happened in an interview before. This is a record. One question and this was one answer. If it was going to happen on anyone, I'm glad it was you guys. Thank you for doing this. Is there anything else? These are all new products though. I definitely do. Actually not that new. So you got a shitty man. So why do I not have them? Kiyoshi, go ahead. The grooming tonic. Yeah. This is, this is pretty much our best product. You know, you can use this before you apply heat. Before blow-drying. You can use it as a tonic just to groom your hair if you want a light hold. You can use it over the pomades for extra shine. It's this, this one, this one came out better than we expected actually. Because that's the same. Yeah, but that's what I mean. That's what I mean about being honest. You get all these testers. You know what you want. And then in the end you're like this pretty much it. But then when this came out and we found, because we made it just to have like a tonic to blow-dry with because we wanted to have a bit of hold because that's how we work. We cut the hair wet, then we dry and then we finish. But then we found out it's so much better than than what we actually wanted to have. And that's super cool. You know what I mean. That's great. Because we didn't know anything about making products as well. I actually cooked up the first kind of ruse in the kitchen and I totally fucked up. Oh my God, you have no idea. Yeah, I mean, you can, it's a process and it's funny because you look at like if you YouTube how to make a pomade, it's like no, these kids are making it with like four ingredients. But then you look at like what it really takes to make something that lasts. You know, there is a lot of science too. Yeah, but I'm going to be honest. Like I, there are a few home brewers that make pomades with four ingredients that are absolutely amazing, you know. And I mean, I love that. I mean, I love, I love the fact that because of the barbering that all these small companies are doing so good with their beer oils with their, you know, that's great that you got, got almost kids that become entrepreneurs. Yeah, I actually really like that. Very cool. So if people want to check out the product dessert, can they go to www.ruzelpomade.com I repeat www.ruzelpomade.com kids. That's good. Yeah. And they can get a rep. They can get a rep. A good rep. They need a rep, a good rep. A good rep. You need a good rep. I know. All right. Well, thank you guys so much. Is there anything else you want to put out there? I thank you. No, I think, I think we pretty much. I think you put it. Just stop. Well, thank you guys. Thank you so much, man. So nice to meet you guys. This was really nice. Yeah, very cool. All right guys, thank you to American Salon Magazine for hooking up this interview. We are at the Cosmoprop. What are we at? Gordon, where are we at? Cosmoprop North America in Vegas right outside of PBA Beacon, which student program. Oh, is that what that is? PBA Beacon. PBA Beacon. Beacon is the best students in America. All right. Awesome. Good thing we were very. Yeah. Thank you guys so much. Thank you to American Salon. We'll see you guys on the next video. Thanks. Absolutely. Thank you.