Four years ago Matthew Conrad took a long hard look at the Northern US barbering industry and didn’t like what he saw. “Barbering was disappearing and what was left was 10 dollar haircuts in dated run down shops. When my grandfather died, I started thinking about that last generation of gentlemen and the barbershops that they went to. Back then there was a pride in being well groomed by a skilled and professional barber in a masculine and stylish environment. Men celebrated their grooming rituals, presenting their best self to the world. I realized young barbers had no career options other than to chain themselves to a chair in an old guys shop and work for peanuts and we would be in danger of losing barbering altogether. I decided to join the fight to save it and opened Victory Barber & Brand. I trained with anyone who would teach me, travelled the world to work anywhere I could and it became a sort of obsession. My grandfather would be proud,” explains Matthew. Matthew and his hand picked team of male and female barbers (plus one stuffed moose head) brought barbering home to Victory Barber & Brand with the largest barbershop in Victoria, BC, Canada.
Matthew says “It is a heritage barbershop that focuses on classic haircuts and shaves. Our shop is built from restored authentic materials and has a fully stocked apothecary of gentlemen’s grooming goods. The barbers all wear classic uniforms and the capes are all classic cotton, it’s authentic from top to bottom. My staff are true craftsmen and women, who are dedicated to preserving barbering and striving to be its finest examples. We want every man regardless of his social standing to have style and we want to make it accessible for all. We give confidence to people…that moment when a guy’s shoulders go back and his chest swells because he knows he looks handsome…he becomes his best self and treats the world differently…better.”