About Face. About Bevel.
I remember about a year or so ago talking to Tristan Walker about a new venture that he was starting. He described his deep passion for developing a company and brands that would create solutions for grooming challenges that communities of color face. I was excited to hear about the interest mainly because of the passion that I have for entrepreneurship as well as grooming. Fast forward to today and I am inspired by what this gentleman has created. When I first saw the launch activity around Walker & Company’s first product, Bevel, my immediate reaction was quite simply, WOW! As a fan of design, the aesthetic of the brand from the logo to the website and the accompanying grooming and style magazine, BevelCode.com was tremendously well executed.
I immediately took to the site to pre-order the Bevel shaving system. I have been shaving my head since 1995, so I am extremely familiar with the complex challenges that as men of color potentially face with the ritual of shaving.
When the product arrived on my doorstep less than a week ago I knew that this would be a brand that would quickly become a staple in my grooming practice. Once I took the time to ritualize my first Bevel shave there was actually a great deal of positive emotion that I experienced. The most prevalent was that of pride. Not the type of pride that comes before a fall, but the type of pride that a soldier has fighting for his nation.
The military command “about face” came to mind as I took the first glide of the well crafted stainless steel blade across my skin. I literally thought, “this is going to be a 180 degree pivot in the way that men consider shaving, as well as entrepreneurs consider brand building.” I wasn’t surprised that my skin did not break out into a hive of razor bumps.
I expected for Bevel to live up to its promise and it did. As a gentleman that has of late rocked a beard of varying lengths, the fresh shave was an about face to my personal aesthetic. “I didn’t even recognize you,” suggested a friend on Instagram. Many of us, as civilians are familiar with the “about face” command and would probably also expect the next command to be “forward march.”
After having spent a part of my Friday morning talking to Mr. Walker live, my “command” to him is #forwardmarch. Keep going Bevel and team. The product that you have developed from the pre shave oil, to the brush, aftershave and razor is exceptional. It is going to reimagine shaving, but also reintroduce the well groomed gentlemen to a new generation. The fear and angst of the process is going to be solved by the bold approach of the Bevel brand. A new code of style and grooming is going to be ushered in by the work in establishing a high quality shaving system. Thank you for creating Bevel. A new code has been established. The response to the brand from the public is genuine because of the innovate approach that the team is taking. Keep moving forward.
A Bevel Man