There’s a barbershop closer to him. There are a dozen closer to him, if he’s honest. And still, once every few weeks, he gets in the car and drives two hours each way for thirty minutes in the chair.
We asked him why. Not because we needed the ego boost — because his answer says more about what we’ve built than anything we could write ourselves.
“It’s not really about the haircut,” he told us. “I could get a haircut anywhere. It’s that I know exactly what I’m getting before I sit down. No guessing, no hoping the new guy’s good today. Just — this is the standard, every time.”
That’s the whole thing, isn’t it. Convenience is everywhere. Consistency isn’t. Most places you’re gambling on whoever’s free that day. He’s not gambling on anything. He’s driving past every closer option because he already knows what “closer” would cost him.
He mentioned the consultation — how nobody rushes him through it, how it still surprises him that a thirty-minute cut starts with someone actually listening to what he wants, not just nodding and getting on with it. He mentioned the hot towel, half-joking that he’s tried to recreate the lemongrass smell at home and never quite managed it. Small things. The kind of thing you’d only notice if you’d been shortchanged on them everywhere else first.
Here’s what struck us most, though. He didn’t once say “the best.” He said “the only one that doesn’t waste my time.” There’s a difference. He’s not chasing a superlative — he’s refusing to settle for the alternative, which is turning up somewhere and hoping for the best. Two hours in the car is the price he’s decided is worth paying to stop gambling.
That’s the enemy we talk about a lot — mediocrity dressed up as good enough. He’s lived it, at other barbers, and he’s not going back. Not because we’re impressive. Because we’re reliable, and reliable is rarer than it should be.
We don’t take a drive like that lightly. Every client who makes it is the reason we can’t afford an off day.
Book online today at jasonshankey.com
— Jason Shankey
The UK’s leading male grooming expert and creator of the Jason Shankey range of hair and skincare products, Jason Shankey also developed the first luxury, all services modern men’s only concept grooming salon in Europe, back in 1997. From extensive appearances as an expert on TV shows such as 10 Years Younger, The Apprentice, Celebrity Scissorhands, The Vanessa Show, LK Today, GMTV and dozens more, to consulting with giants including Gillette, Braun and the Honda Formula 1 team, Jason’s 30+ years of expertise in the male grooming business has positioned him as a true pioneer in the industry. His salons became synonymous with high-end grooming services, offering everything from haircuts and skincare to massage and grooming advice tailored specifically for men. Jason’s innovative approach to male grooming not only redefined the standards but also paved the way for the booming men’s grooming market seen today.
In addition to his work in salons and on television, Jason has designed and developed quality men’s grooming products and penned numerous articles on men’s grooming, sharing his expertise with a wider audience. His brand, the Jason Shankey range, continues to reflect his passion for quality and innovation, offering a curated selection of products designed to meet the modern man’s grooming needs.
Jason remains a sought-after consultant and public speaker, regularly sharing insights into the future of male grooming, wellness, and self-care. With over three decades of experience, he continues to lead the conversation around men’s grooming, setting trends and standards that others follow.
