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Hey Reader,

Barber expo culture is such a trip. There's a lot I could say about my 3 days at the CT Barber Expo. To be honest, I feel conflicted. Like any industry, there are things you like and things you don't like.

For the sake of this newsletter though, I'm going to stick with what I liked and save the criticism for a podcast later.

So, why did I go?

They say the CT Barber Expo is the 'super bowl of barbering'. So after attending 7 different expos across the US, I was curious to see what all the hype was about.

Another big reason is because I'm a writer that covers the latest in the industry, so going to expos is a great way for me to stay in tune with the latest trends.

Networking is another big reason. Showing up and shaking hands makes a huge difference in starting and nurturing relationships.

And this brings me to the biggest reason why I went to this expo.

A brand for the future

A little over 2 years ago, I tweeted about an up and coming brand.

After tweeting this, I ended up getting on a call with one of the co-founders Tyler Tracy. We ended up having a lot in common. From cutting in college to our hot takes on the barber industry.

This eventually led to a recorded conversation on my podcast with Tyler and Ben, where we learned more about their story. It's still one of my favorite episodes.

Over the last couple years, SLCKR has continued to release industry forward products unlike anything out there. It started with The Rig, evolved to The Shop Tee and most recently expanded to the Utility Pant and Work Shirt. I wear the utility pants and work shirt everyday in the shop and the brand new Utility Jacket is making its way into the rotation.

Crafted with Hairtex+ fabric, these products are 100% hair-repellent, bleach-proof, and features a durable water-repellent finish, making them resistant to water and spills.

During the expo, I helped with the SLCKR booth alongside Hadi and Kam. This was the biggest reason why I made the trip. From helping load the van, set up the booth, sell products and everything in between, I was a honorary SLCKR team member for the weekend.

The Utility Jacket from SLCKR Introducing the full zip modern classic that was flying off the shelves at the CT Barber Expo. Pick one up before they're gone. Thank me later. Add to cart

Highlights

One of the biggest highlights of the weekend was seeing barbers try on the Utility Jacket and The Rig. Someone would walk up, touch the fabric and want to try it on. I'd help pick out the right size and watch them react as they looked at their reflection from the full length mirror.

Another huge highlight was just meeting people. One of SLCKR's tag phrases is 'Welcome to the Community'. The booth honestly felt like a mini community center.

Many repeat SLCKR customers came to pick up new product, greeting Ben and Tyler like they were old friends, while first timers were welcomed to the booth with open arms. Whether they bought product or not, I'd like believe they all felt welcomed.

At times, the community within SLCKR's booth walls felt like the deep end in the midst of kiddie pools. Oftentimes, conversations at expos can feel very shallow. It's easy to be distracted by the loud music, educators throwing product off stages and screaming from the barber battles. There's a lot going on.

Again, I'll share more of my criticisms in a podcast later.

This newsletter is getting kind of long, so I'll land this plane.

Connection is community

I sense a shift happening in the industry. There's a lot of smoke and mirrors. I believe it's brands like SLCKR that will lead into this next era. In a world full of AI, we want genuine connection. The more connected you feel to a brand, the more loyal you'll be.

The brands that focus on creating real connections with their customers are the ones that will last. In that sense, I guess it's not too different than barbering huh? What a concept.

Alright, finished with No.98. See you next week!

Written by: Matthew Mendoza​​
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