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.

PRODUCTS

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 known 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.

Being passionate free-thinkers at heart, known for wearing our hearts on our sleeves, we have always challenged our environment with authentic beliefs. This characteristic formed the drive to build our own brand, but also shaped our philosophy.

A way of thinking and viewing the world. One we portray in our branding and content through exemplary stories. A collection of references that symbolize everything we stand for. From men's cultures and film to music, art and sports. Each source of inspiration tells its own piece of our philosophy. Every element is an invitation to reflect and be inspired.

SONS - OF - SEVEN

SONS refers to all men being a true Son by nature. But the outside world moves fast and is full of temptations; to fit in, to be accepted, to be respected. Through life, most of us quietly trade away the authenticity we were born with, bit by bit, for a feeling of belonging. We believe that each man must come to a point of reflection and take back authority over his identity. Our philosophy is about this exploration and the true freedom that is found in returning to your inner Son.

SEVEN is a reference to the ancient symbolism of the seven virtues and seven sins. The blueprint of society dictating what's right and what's wrong, the good and the bad. We don't choose sides, we define our own.