Three experienced barbers, one from the Bronx and two from the northwest England city of Manchester, are swapping shops this week to share styles and techniques while fostering bonds among young entrepreneurs.
Joshua Julio Pacheco operates Studio Chec out of Phenix Salon Suites in Riverdale and participated in the exchange as part of the company’s “Rise of the Barber” campaign. The initiative aims to celebrate barbers’ success and attract more of them to Phenix’s 420 salon suite locations around the world, said President Brian Kelley, who visited the Bronx to greet the barbers and get a fresh cut in the process.
Pacheco’s UK-based counterparts, José Rui Fernandes and Drey Amaro of J&D Barbers Studio, arrived on May 25 for their first-ever visit to New York City, and Pacheco leaves the following weekend for his first-ever trip to Europe. The three came together at Pacheco’s shop to collaborate on a few haircuts, including Kelley’s, and to share stories, styles and techniques.
Pacheco has been in the hair and grooming business for about 11 years and has had his own space for four years, moving into the Riverdale location about six months ago.
The Phenix suites are home to dozens of micro-businesses under the same roof, mostly offering women’s hair services and cosmetology. Pacheco’s is one of only two barbershops in the 44-suite Riverdale location, and he took care to give it some masculine touches, decorating the small space with black-and-white photos and going with dark green walls and brown leather furniture to give it a luxurious feel. Near the door, a cocktail bar is set up with whisky and tequila to offer clients and help them feel at ease.
These details matter because what barbers do goes far beyond the surface, Pacheco said. To him, a great haircut is key to unlocking men’s self-confidence. “Everyone’s happiness … revolves around how they look,” he said.
Pacheco explained that many barbers look to New York City and the Bronx for the latest looks. “We set a lot of the trends worldwide” in hair, fashion, music and more, he said.
Many New Yorkers just want a quick, cheap haircut, but Pacheco said he offers a more elevated experience and personal touch that keeps people coming back. His precisely-trimmed edges are especially in tune with local guys’ style, he said. “I feel like every New Yorker needs sharp lines in their life.”
Amaro said when he and Fernandes learned about the “Rise of the Barber” initiative, they jumped at the chance to come to the United States and were especially happy to be hosted in New York City.
“We just said yes right away. We were really excited,” said Amaro.
He and Fernandes have been business partners for about two years, operating out of a Phenix Salon Suites location in Manchester. Though they both have well over a decade of experience, they said they’re eager to learn from other barbers via social media and from once-in-a-lifetime collaborations like this one.
Pacheco said he was happy to share a bit of New Yorkers’ style with the UK. “I’m not one to gatekeep,” he said.
Fernandes and Amaro said while in NYC, they’ve enjoyed seeing iconic sights, including the World Trade Center and Statue of Liberty, going to bars and music clubs and even sampling fast-casual restaurants that don’t exist in the UK, like Chipotle.
As for his impression of New Yorkers, Fernandes said they have “good vibes” — and also, “They talk a lot.”
Pacheco said he loved collaborating with fellow barbers who share the dedication it takes to run their own shops.
Many people assume that because he doesn’t have a boss, he can go on vacation anytime and take it easy, but quite the opposite is true, said Pacheco. From social media to booking clients to accounting, the job never stops. “I am everything for my business.”
As a kid who grew up in NYCHA housing in the Bronx, Pacheco said he had many friends who didn’t finish high school, whereas he went on to college at the University of Mount Saint Vincent and is now an entrepreneur. The “Rise of the Barber” exchange is expanding his world through travel and deepening his connections to many others who share his passion for hair.
“It kinda feels amazing to represent the U.S., essentially,” said Pacheco. “This is the beginning of something big.”
Reach Emily Swanson at eswanson@schnepsmedia.com or (646) 717-0015. For more coverage, follow us on Twitter, Facebook and Instagram @bronxtimes
