Joe & Co

Generations after Paul Raymond ruled the southern end of Berwick Street, a less sleazy and more tonsorial 'King of Soho' has emerged in the same neighbourhood. 

Having established himself in the area some 15 years ago with boutique unisex salon The Lounge, stylist and owner Joe Mills has ducked and weaved smartly with the area's changing needs. His second venture, Joe & Co, is an ultra-contemporary men's barbers that eschews the stuffy wood panels and badger brushes of traditional barbershops. Originally opened on Greens Court in 2010, it moved to bigger premises on Peter Street in 2014, and now boasts eight seats and a relaxed and airy feel. 

The treatments on offer are the real draw, though, from meticulous wet shaves to on-point cuts that range from £30-£45. All gentlemanly follicular needs are handled, no matter how small –from moustache shapings, quick hairline touch-ups to keep a cut in check, right through to straightening and grey hair blendings. Highly recommended.