Ruffians

There’s no doubt that the George V look (kempt beard, sharp barnet) is everywhere in London at the moment, but unlike previous men’s hair trends – the Madchester pudding bowl or the messed-up ’90s just-been-doing-some-extreme-sports look, it needs a bit of looking after.

Ruffians is a new shop with a prime site – right in the middle of Covent Garden – and a complete grooming service for chaps, whether they need to maintain the full hard-parting and backwoodsman beard, or just like to look smart.

There’s a growing number of barbers in London that recognise men recognise the importance of putting some effort into their appearance but are put off by glossy and feminine salons. But a barber’s can sometimes be fustily old-school, self-consciously retro or intimidatingly macho: Ruffians is refreshingly accessible to every sort of man while retaining a definite masculinity. There are butcher’s block-style counters, big Belfast sinks for hairwashing, proper vintage barber’s seats (complete with airline ashtrays in the armrests) and bare brick walls. The little details make it stand out too – a bar to stop at for a coffee or something stronger, or rather neat little retractable ‘hair hoovers’ that ensure you don’t spend the rest of the day after your cut scratching like an ape.

A full range of products – for moisturising, face washing, shampooing and styling – are made especially by the store for men and contain no sulfates or parabens; the smart grey packaging with its yellow porcupine logo will look good in the bathroom too.

Staff have all been handpicked for their experience, customer skills and sheer hair knowledge – there’s a qualified trichologist among them, meaning customers can seek advice beyond the usual the usual ‘what style would suit me?’

Prices are £45 for a consultation, cut, wash and style, a 45-minute cut-throat wet shave is also £45, and a moustache trim is £15.