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Hey Reader,

Time flies. Almost 5 years ago, STMNT (statement) Grooming Goods stepped onto the scene. Headlined by its three co-creators, Sofie Pok aka @staygold31, Julius Arriola aka @juliuscvesar and Miguel Gutierrez aka @nomadbarber collaborated on a collection of products to rewrite the standards of grooming.

STMNT founded in 2020

Not sure about you, but I've kept a close eye on STMNT ever since they stepped onto the scene. I'd been subscribed to Miguel's YouTube channel since around 2014, following Sofie since around 2018 and met Julius at the Salt Lake Beauty & Barber Expo in 2021 while working for Squire.

STMNT is one of the few examples of barbers creating a company.(Chris Bossio and Tomb45 would be another that comes to mind). Now STMNT may have some special treatment as they're likely the only ones owned by a multi-billion dollar company (Henkel), but regardless, STMNT has developed a brand credibility that feels 'for the culture'. For the co-creators, it must be tough for corporate culture to not influence a brand's identity and execution, but STMNT has certainly seemed to have figured out how to navigate that tension.

World of STMNT Los Angeles

This past weekend, I got the opportunity to attend their inaugural US Summit in Los Angeles. The World of STMNT offered 2 experiences. Hosted at Henkel's HQ in Culver City, Friday was stacked with an in person experience unlike any barber event I've ever been to. Exclusive to premier pass holders for a price of $400, attendees had a jam packed day from 9am to 9pm. Watch this reel to get a behind the scenes look of the day.

It felt difficult to top Friday, but Saturday might have done just that. An evening immersive experience hosted in the historic Hudson Loft in Downtown LA just a block away from Crypto Arena, World of STMNT delivered an experience beyond expectations. From 5pm to midnight, scattered across 4 floors, the 7 hours flew by with experience after experience. Watch this reel to get a closer look at Saturday's festivities.

I participated as an attendee and as a featured columnist for BarberEVO. I'll cover my POV in more depth in my upcoming column for the magazine. Subscribe with discount code 'DOZEVO' for $10 off your annual subscription.

An industry changing event

Many attendees called the World of STMNT an 'industry changing event'. To be honest, I agree. In an industry where barber expos have become somewhat predictable, STMNT opened our eyes through a different experience.

In true LA fashion, World of STMNT Los Angeles stretched the imagination and invited us to think and see differently. Like the creators who curated these spaces, WOSLA didn’t fit into a box. Part art exhibit, part showcase, part reunion. A cocktail of experiences literally stacked throughout the 4 levels and many rooms of the historic Hudson Loft in DTLA.
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With their fingers on the pulse of the culture, it’s no surprise many called it an event “for the culture.”

The brand spectrum

On the brand spectrum, many fail when trying to serve a community without understanding the culture. They end up creating a product that doesn’t actually help or resonate with the market. Or they created an amazing product but don't know how to market it. In either instance, it's the lack of understanding the culture that contributes to their decline.
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On the other end, a deep understanding of the community & culture often leads to more than product fit. With that knowledge, these brands aren’t just hosting events...they’re sparking movements. This is where STMNT lives.

A shift in barber event culture?

Unlike the majority of expos, World of STMNT took pride in a smaller, more intimate environment that allowed barbers to actually connect with one another.

If what the people are saying is true, this industry changing event could spark a shift towards smaller events. Less booths, no battles, more food and conversations.

If there's a smaller hands on class or look and learn taking place within driving distance, I'd highly recommend checking it out. It might not be quite like the World of STMNT, but there's a chance the event coordinators were inspired by this new wave of gatherings. And if that's the case, you'll certainly leave feeling more connected and inspired.

If you were there, I'd love to hear your thoughts on World of STMNT. Please, reply to this email and let me know!

Written by: Matthew Mendoza​​
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