BRAND BIOGRAPHY

SONS OF SEVEN is a cult brand founded by brothers Antonie & Melchior. Born from a frustration with average hair products and their boring branding.

We didn’t identify with these products or their presentation, so we created something that belonged to us.

During this process, we worked hand-in-hand with experienced Italian product designers, testing hundreds of formulations to arrive at the five products we are proud to present.

MILAN LABORATORY™

From day one of our research and development process we challenged the status quo. Our goal was simple: to create beautifully designed products, specifically formulated to reflect the styles of our community.

Along the way, we were strongly advised to rely on traditional test panels to evaluate our samples. That's when we realized where our frustration with 'average' products came from. They are made to be liked by everyone. Stubborn as we are, we chose a different approach. Our philosophy is to test within our circle. We trust the opinions of our friends, family, and the barbers we know personally over reports from strangers we have never met.

Instead of creating products that everybody likes but no one loves, we created something we genuinely stand behind. Products we identify with, and that represent who we are.

MIRROR MEDITATION

Each day starts with the man in the mirror. Offering you the choice of joggers and a cap, or a suit and pomade. We have always been fascinated by how the external world seems to bend in different ways when we feel confident about our appearance. We're not here to bore you with "Carpe Diem", but we do want our products to serve as a reminder to start each day with intent.

"We don't see our product as a piece of packaging, but rather as an object that ignites the start of your day."

SONS

Every man is a son by nature. And every new generation of sons has always been a little stubborn, a bit rebellious toward those who came before them. It's an intrinsic drive to do things differently. We are the fresh breeze, set on doing things our own way. That's exactly who we are, what we stand for, and how we got here. 

MIRROR MEDITATION