Plenty of guys frequent the $7-haircut haunts simply because they’re cheap, and, hey, how can they mess it up? Then there are the guys who navigate estrogen-filled salons in search of a nicer cut and a little more TLC—maybe even a brow wax—even if it means blocking out the Us Weekly
chatter around pedicure stations. But something’s been a brewing on the male grooming front. It’s not entirely new to the Twin Cities (Jon English brought us the Men’s Room in 1998, and then there was Schmidty’s), but you know the trend is about to go big with beauty giant Regis Corporation opening RAZE
(6001 Shady Oak Rd., Minnetonka, 952-935-0505) in August, blending barbershop basics with modern amenities. “We had the idea of creating a ‘man cave’,” says Mark Kartarik, Regis franchise division president. Their clubhouse concept quickly turned into a full-fledged business venture. “There are a lot of guys who, if they have the right environment, would opt to go to a full-service men’s salon,” says Gordon Nelson, Regis international creative director.
At RAZE, men relax fireside on leather seats; check e-mail via the complimentary computer counter; buff their footwear at the shoe-shine station; and peruse the retail area, which displays lines from Jack Black, Lucky Tiger, American Crew, and VitaMAN; sunglasses by Armani and Lacoste; wallets by Tumi; and cuff links by Bey-Berk. And that’s before
they’ve made it to a styling station. Once settled in, clients are spoiled with reclining chairs, hot-towel treatments, and scalp, shoulder, and neck massages. Services include haircuts (from $25), coloring (from $35), and waxing. “It’s both an affordable luxury and an affordable necessity,” Nelson says. There’s no need to tell that to the ladies, we’ve known it for years.