News
Article Published: Thursday, July 8, 2004
U.S. male
Boulder's David Raccuglia is a founding father of the metrosexual movement
London has David Beckham. New York City has the Fab Five. In Boulder, there's David Raccuglia.
Before it was cool for men to get manicures, back waxes and expensive hair cuts, Raccuglia was in the trenches helping men achieve stylish looks in an era that had moved past Andy Gibb-inspired feathered dos and the Vitalis-slick styles of their fathers.
In the late '80s and early '90s, men wanted Tom Cruise's look in "Top Gun."
"There were no sophisticated products that took care of men's grooming that didn't smell very feminine," said Raccuglia, 44, who began his career as a hairdresser and product consultant for the likes of Aveda, Redken and Matrix.
His solution was American Crew, a line of men's haircare products that inadvertently crowned him a founding father of the metrosexual movement. Today, American Crew products are a staple of barber shops and salons across the nation.
The $50 million brand is among a growing stream of grooming and health products aimed at men, who are becoming more comfortable taking advantage of salon and spa services such as facials, pedicures and waxing.
In 2003, about 30 percent of spa customers were men, according to the International Spa Association. "American Crew was huge for men," said Korrie Fidge, a stylist at The Parlour salon in Boulder. "What used to be trendy when American Crew started is now classic."
Brands such as Anthony Logistics for Men, Sharps Barber and Shop and Men-u have since emerged to cash in on the niche that was nearly nonexistent when Raccuglia opened shop. "Most men are vain about their hair," Raccuglia said. "It's their place to show a little style."
Even in Colorado ó a place where being sweaty and unkempt is what's fashionable among the super fit ó that's the case, he said. "Every man has their vanity points, no matter if they're earthy granola or of the utmost fashion," Raccuglia said. Personally, Raccuglia said he experiments with his hair, wearing it different lengths and styles. Currently, he said, his hair is "on vacation" as he lets it grow out. He describes himself as "picky" when on the receiving end of a hair cut.
While Raccuglia admits that the Denver-Boulder area isn't on the map as being one of the trendiest places on the planet, men's style does exist here ó but on its own terms. "There's an interesting man here who's more grounded and not as workaholic," he said.
That sensibility drew Raccuglia here in 1996, when he relocated his fledgling American Crew to Denver from Chicago. Revlon purchased the company, which celebrates its 10th anniversary this year, and Raccuglia stayed on as its CEO and creative force. He now lives near Chautauqua in Boulder with his wife and two daughters, Olivia, 10, and Emma, 7.
"I like the fitness side of Boulder, and I'm into organics," he said. His interest led to the creation of Modern Organic Products, a unisex haircare line under American Crew, which Raccuglia calls more of a "family brand." American Crew also recently introduced organic "citrus mint" products.
While Raccuglia was ahead of the curve in the metrosexual movement ó and continues to evolve with it ó another local man is working to become part of the trend's new school.
Jung Park, a University of Colorado MBA student who moved to Denver from New York City in 2000, said it's his goal to push the area's style standards to a level higher.
In January, Park plans to open his first MetroBoom style salon for men in Denver. The concept recently earned Park a $10,000 prize and top honors in the CU-Denver Bard Center Business Plan Competition.
The idea ó which centers on helping men navigate the world of fashion by offering everything from shopping services to haircuts at an affordable price ó beat out 30 other business plans.
"When I moved out here, it was really difficult to get a haircut I liked," said Park, who is 33. He started talking to his fellow graduate students and checking out different barber shops and salons to confirm there was demand for the kind of services he was seeking.
"The term I made up is 'style salon,' not just a hair or day spa," he said. "It's a salon that will cater to everything and anything that has to do with physical appearance.
"When a customer walks in, he will know he'll get the haircut he's looking for as well as any clothes, accessories, tattoos, piercings or even teeth whitening."
He said he is using the Nordstrom department store chain as a benchmark for service. "You'll get attention to service, but you won't pay a premium," he said.
In describing MetroBoom's audience, Park said he uses the term metrosexual, which typically refers to straight men who aren't afraid to pamper themselves. But in his mind, Park said, metrosexual has nothing to do with sexual preference.
"It's about who you are and how you want to be perceived," he said. "By nature, guys don't care as much about physical appearance. It's all about motivation, and the biggest advocates for MetroBoom are women."
Park said he's counting on women and style-conscious men to make MetroBoom a success.
"We'll definitely turn this granola thing around," he said.
Contact Camera Staff Writer Mary Butler at (303) 473-1390 or butlerm@dailycamera.com.
