In 2015, our big boss man Todd Colletti teamed up with American Crew to style a runway show in Rome, using his personal collection of leather jackets. That was the tipping point for what has become an amazing collaboration between Buffalo Exchange Colorado and American Crew, the biggest hair product line for men. This season was a smash hit as we prepared for the road to Brussels.
The American Crew All Star Challenge is a one-week event held in Europe. Each year, American Crew holds a challenge for up and coming hairstylists. With entries from 30 countries, the top 15 are invited to compete. This year the competition was held in Brussels, Belgium- home to the European Union and delicious waffles. The final show was a huge production. Nearly 4,000 people descended on Brussels just for this show alone.
For us, this all started months ago when we began working on the first of three categories to be styled. Drawing inspiration from Peaky Blinders, this collection offered fitted tweed suits, high collars, and, most importantly, beards! American Crew released a beard serum and this was their way of showing they are an on trend product. This collection had months of development, and was first used in a clock tower photo shoot in Denver, Colorado. Footage from the shoot was later compiled into a video and used at the show in Chicago, as well as the main stage in Brussels. The collection finally came to be knows as, "Clocktower."
The second segment of our show was the real show-stopper. Referred to as "Americana," these eight looks took inspiration from classic American work wear. Remember when you went to the gas station and the attendant was wearing a tie beneath his coveralls? That's the look! This collection took months of research and treasure hunting to procure the stellar Hero looks we turned out. From the mechanic to the collegiate to the man on his motorcycle, this was a fabulous display of masculine fashion in a style completely true to America.
Lastly, the category easiest on the eyes was "Morning Gory." Wake up, take a shower, maybe shave- yeah. Who doesn't love a beautiful man in the morning? Morning Glory featured black and white simplicity, allowing the hair to really own the stage. With an laid back elegance, these fellas rocked the runway and got the crowd cheering!
The entire production was a smash hit. We have to give a big shout out to Adam Mir from the UK, the winner of this year's All Star Challenge! Congrats, Adam!
Oh, and Europe? We'll see you again next year!