Putting the band back together… we’re loving the reference to music in the new collection Ac-iD by American Crew. Purist in hair terms, we see the cut, style and finish for each look is based on elevated barbering techniques keeping round structure and lean shapes the focus. But just as it is when working with any good band, the whole is greater than the sum of the parts! Enjoy… we do:
Inspired by the resurgence of fashion, music, and hair seen in the early ‘90s, this wittily-cool and well-educated collection features bold hairstyles delivered in current editorial fashion trends. Find out more about who, why and how!Ac-iD in 2023
Cool cats and 80s vibes in Ac-iD
Shot in London with a posse of creatives drawn from both sides of the Atlantic, this American Crew collection is cohesive in talking trends and styling for 2023. Global education director at American Crew, Phoenix Thomson takes up the story:
“Growing up in the UK during the ‘90s, there was a strong sense of evolution in hair and music. We wanted to pay homage to bands like The Stone Roses, The Charlatans, and Primal Scream. Moving on from the hairspray and structure of ‘new romantic’ hair in the late ’80s, style evolved into more casual, shapes. This collection introduces technical curriculum to showcase the excellence of longer hair, round shapes, and texture – and building a shape into the hair rather than it being removed. It also focuses on graduation, which is rare in barbering, but an important skill set. I hope this collection creates some fun nostalgia and is a proper representation of UK style in the ‘90s, but with a modern edge. And for anyone not familiar, I hope the imagery and fashion bring some excitement and inspiration!”
Runway show
With every good music story there’s a video! Phoenix worked with American Crew founder David Raccuglia to direct the shoot for Ac-iD and to create a film to complete the project. See the Runway film here, and then scroll for more insight into the Ac-iD vision.
Now see Phoenix talk HERE:
He’s the man
It’s increasingly attractive to work with a brand that retains the personality of the creator. We’ve long admired the way David Raccuglia, founder of the American Crew brand, has conceived and continues to direct the brand. He’s often on set, behind the camera, enjoying the process of capturing new directions and imagery. Truly the DNA of stylish, trend-savvy techniques translates into products that deliver. Read more about David’s story HERE
Get the looks
Now it’s time to scroll for an insight into the Ac-iD looks as told by the creative team:
Hyukk: Ac-iD collection
Hyukk (above) makes the longest and leanest shape in the collection. It features a textured, round top and extended layering underneath that can be achieved using a feather razor. To bring this silhouette to life, spray American Crew Prep & Prime Tonic for an ideal styling foundation and finish the look with Fiber Cream for added dimension.
Charlie: Ac-iD collection
Charlie (above) wears his hairstyle to frame the face and focus on natural fall. To highlight his incredible shape, a feather razor was used underneath and with a shear on top to promote weight. A wide, disconnected section on top creates added height which is a consistent technical story in this collection. This style was executed with Fiber Cream wrap dried on damp hair, then a layer of Fiber Grooming Foam applied on dry hair and layered for additional texture
Seb- Ac-iD Collection
Seb (above) is the shortest shape in the lean series of this collection. Wide sections and extended layering underneath using a feathered razor create a loose, internal shape. Utilizing point cutting techniques and the shear to create radial sections, the aggressive front hairline showcases their facial features perfectly.
Aaron – Ac-iD Collection
Benno Ac-iD Collection
With Benno (above) the shape is almost picture-perfect from the start, incorporating graduation underneath with a looser perimeter was key. A disconnected, wide section on top adds a pop of height and casual finish. To perfect the style, blow dry in American Crew Fiber Grooming Foam and once dry, add a second layer for texture, movement, and separation.
Jester Ac-iD Collection
Jester (above) is the shortest of the round shapes featured in the collection. With a tighter perimeter and slight build up in weight in top, this haircut is a true nod to ‘90s style. Disconnecting the section on top builds ultimate texture and height. To finish the look, apply American Crew Fiber Cream and a small dosage of Fiber (the beloved styling puck) in isolated areas.
For more on the American Crew pucks, click HERE
Credit due
Bravo team – we love this.
American Crew Hair Team: Paul Wilson @paulwilsoncrew • Adriana Fournier @shearwisdonpdx • Ian Harrold @ianharrold1
Creative Direction David Raccuglia @david_raccuglia_photography • Phoenix Thomson @pheminx
Photography: David Raccuglia • Andrew Gilbert for AKAcreate- @akacreate1
Clothes Stylist:Mark Anthony Bradbury @markanthonystylist
Make-up: Ciara Maccarthy @ciara_mccarthy_mua
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