Adam Reyes
Step into one of Adam Reyes’ barbershops (he has one in Waldwick, NJ, and one in Jersey City, NJ) and you’ll immediately notice two things: how incredibly humble Reyes is, and his deep respect for the craft of barbering. It makes sense, then, that Adam comes from a long line of barbers, including his mother, who was a master barber and is Reyes’ mentor. Reyes’ barbershop – Virile Barber and Shop – is an ode to the good ol’ days, a throwback to when men took pride in looking sharp.
From the antique 1901 Koken barbershop chair that was Reyes’ first investment to the small touches – dark wood accents, classic chandelier, and curated selection of spirits – it’s clear that this is a place where guys congregate to have a good time.
As if being the owner of two barbershops weren’t enough, Reyes is also the founder of Virile Heart and Heritage, a men’s grooming line that we carry at Pomades.com which includes pomades, a face balm, and a shaving cream.
We sat down with Reyes to have a very candid conversation about how personal tragedy led him to where he is now, the importance of a barbershop as a hub for community, conversation, and healing, and what Instagram has to do with the name of his line.
Where are you located?
Virile is humbly located in Waldwick, NJ, and Jersey City, NJ.
When and why did you start Virile Barber and Shop?
Virile began from a culmination of many things. At the time I began planning Virile it must have been 2008 and I was a broke hairstylist who really wasn’t feeling “complete” with life in a salon. Growing up with a barber for a mother I always felt a deep connection with barbering. I wanted to have a place where I could be left to my own devices and create an ambience that replicated a shop with late 1800’s charm.
The idea in its adolescence wasn’t exactly a hit with friends and family, since the trend didn’t really come to fruition at the time, but in my heart I didn’t care about success as much as I just wanted a place to hang out and barber with a couple of customers who might appreciate what I was trying to do.
In 2011 I was 24, engaged, and rollin’ coins to save up to open up a shop. I had acquired an antique 1901 Koken that, in my mind, embodied everything that represented my dream. The hand-carved oak, intricate studding, and decorative hardware were a reflection of days long gone, when people took the utmost pride in their craft and manufacturers created long-lasting art. Today all we get is built in obsolescence, in hopes for a reorder after a year or two.
Reyes and his mother
My mother had a small salon on a side street in Waldwick, NJ, and I was aiming to open up my barber shop in Jersey City. Then in June of that year, my sister tragically committed suicide while going through some personal struggles. It really rocked my family’s world. I found myself the day after working in my mom’s shop and taking on her clientele as she wasn’t in any condition to come to work.
She eventually wanted to retire and take some much-needed time to herself. Soon she announced her retirement, and it made me realize that I could affordably open a shop and begin my newfound life as a barber. So I asked if I could assume her lease for that year. She was happy to vouch for me to the landlord, so I grabbed my chair, a bucket of paint, and a dear friend. I opened the doors to my barbershop in September 2011.
Although I had been on autopilot since my sister’s death, I believe that my love for her and my love for men’s grooming really gave me a new appreciation for life and how significant the small things can be. In February 2012, when I was barely keeping my head above water, my then-fiancé and I split and I was again beside myself. After our break up, Virile became a void for me to slip into.
I allowed the shop to swallow me up and put me in a place that was not necessarily my reality. The few clients I had were great company and often hung out long after their haircuts to enjoy whiskey and talk about life. It lifted my spirits and I was in awe of the friendship and support extended by every patron who walked in. It made me realize the importance a barber shop has in our culture.
The beautiful interior of Virile Barber and Shop
What made you decide to add a line of men’s hairstyling products to the mix?
Between 2011 and 2012, when I didn’t have many clients, I would often open up at 9 AM and close at midnight just making glycerin-based shave soaps and creams. They were more of an experiment than an attempt to sell anything. I would walk my clients through what I was working on after their service. I had a huge variety of fragrance oils and it was a lot of fun to see people’s reactions at the concoctions I brewed!
Eventually the shop became very busy very quickly, and once I started hiring barbers, I realized the chemistry area would have to go. But I still wanted to create products. I pursued my vision with the aid of a chemist who knows much more than I do, and began seriously creating a line of products made with our clients’ needs in mind.
How did you come up with the name ‘Virile Heart and Heritage’?
Virile is the name of the shop and the product line. I’ve sucked at naming things ever since I was in a band. So I Google searched synonyms for ‘manly,’ and ‘virile’ caught my eye since it was just the right amount of characters and not overly used. I just really wanted it to be its own entity and intrigue people.
The ‘Heart and Heritage’ part, as corny as this sounds, actually came from my Instagram profile description. When I created the account, I didn’t want to write anything about myself, so I thought for a second what barbering meant to me and how could I describe my love for its history… ah hah. Heart and Heritage. Later on it occurred to me that ‘Heart and Heritage’ would actually be a pretty cool name for the product line.
The original chemistry area at Reyes’ barbershop
The Virile Heart and Heritage line of pomades
You come from a long line of stylists and barbers. How did your family lead you into this profession? And what’s the best advice you got from them?
When I was a child I played with my toys while sitting on a big, red, antique barber chair that was in the living room. While I watched my mom cut hair I would take the wide metal flattop comb (the one with the leveler) and pretend it was a weird sword.
Barbering always felt like home, but I never expressed an interest in the industry until I turned 21. Music was my first love and I had ambitions for a music career. My mother had begun barbering when she was 16 and always wanted to mentor me, but as a kid I just didn’t see myself doing that. But my close friend and coworker at a tattoo shop where I answered phones convinced me to try it out, so I did.
My mom has been an incredible mentor and has taught me so much. One of my favorites out of her bag of catchy one-liners is, “If you can’t dazzle them with brilliance, baffle them with bullshit.” It just always makes me laugh. Her teachings were always more technical than that though – to this day I don’t think I’ll ever catch up to her skill level.
Virile Barber and Shop places great weight on skincare. Tell us about your vapor shave and 48-step hot towel shave.
The Vapor Shave:
Ah yes, the vapor shave. Truth be told I pulled that service from our service menu. I saw a lot of barbers using it and in theory it made sense and seemed like a great addition, but proved to be more of a novelty and hassle.
The facial steamer often got in my way when I needed to change shaving angles and positions. I am clumsy enough as it is. Clumsy + large object + client + sharp razor = no bueno. Plus the water tank would run out halfway through the shave. So an already time-consuming shave for a client would only take longer. At the end of the day and after all that effort, a traditional shave just felt better and took less time for the customer, so I said let’s just scrap it haha.
There are barbers out there who seem to have it down to a science, and props to them!
The 48-Step Hot Towel Shave:
Our 48-step process includes strokes of the razor as well. The thing with our process is that it has modified as we have evolved as barbers. Some shaves have more steps and others have less. Every single shave is uniquely different based on the individual’s beard type, density, length, growth pattern, skin sensitivity, etc. Our approach to shaving now is more free styled then exactly the same method from person to person. Some people require three passes; others require no more than one. It’s all a custom service.
We love the clean, classic feel of your pomade line. How did you come up with the aesthetic of your products, and what inspired you?
Thank you very much! That makes me feel very proud to hear. Well in mind’s eye I saw it going one of two ways: packaging that had a very vintage look with barber poles and the whole nine, or something that was simple, clean, and structured. As I worked more on my formulations, I saw a lot of lines that were coming out with that vintage style, so it sort of forced my hand to go the opposite direction. I really wanted the brand to have a clean and strong presence.
The “V” insignia has 3 slightly connected seraphs in its right side which represent “HH” (Heart and Heritage) as well as myself and two barbers, Kevin Modica and Andre Fersa, who have been my rocks while creating the line.
The look was always in my mind, but the unsung heroes who really brought everything to life were the designers I worked with (Ryan Mitchell, Karin Olafsdottir, Linnea Andersson, and Anton Green) to bring the design to fruition.
What do you think sets your barbershop apart from the others out there?
I wouldn’t say a hell of a lot at this point. Every year I see more and more barbershops that embody strict and updated education and a healthy respect for the tradition. It is inspiring to see the blend of new and old school that a lot of shops curate. We are definitely in a renaissance of like-minded barbers who are striving for the same cause, but doing it in their own amazing fashion.
If I had to single out something I think I do differently, it would be the way I hire barbers. I go strictly by a person’s passion and if they are a nice human being. I can teach anyone to barber, but being a good person is a quality that invaluable. I’m blessed with the crew I have in that they are not only skilled and driven, but they are also some the best people I know.
The team at Virile Barber and Shop
What is one Virile Heart and Heritage product every guy should own and why?
Seriously, you should own them all. And I say that at the risk of coming across like an arrogant sales person, which I am a far cry from. I just really believe in my entire brand and that it is damn good. You may have a particular type of pomade you like and we cover one for whatever your style is. Our Shave Formula is incredibly healthy for the skin and provides a superior lubrication between the blade and your skin. Any shave should be followed up with a high-quality moisturizer, and our Face Balm is a one-of-a-kind after shave and light daily moisturizer in one.
What advice do you have for aspiring entrepreneurs?
That’s tough. Advice to entrepreneurs can mean very little for the best of reasons. We fly by the seat of our pants. So long as your mistakes do not put you behind bars, you must throw caution to the wind. A cautious entrepreneur is a limited one. And we all know that if you set your limits low you can never progress high.
What do you have coming from Virile Heart and Heritage in the future?
I am on the cusp of production for our Daily Shampoo and Conditioner! I am very excited about it as it has a serious DHT Complex to help fight dihydrotestosterone and keep your hair clean, healthy, and strong. After that we will be slowly releasing 10 other products that we’ve finished formulating and are just putting the final touches on. Eventually I would like to explore more tools and apparel to complement Virile’s style.
Where can readers find out more about your company?
Check us out on www.virilehh.com where you’ll find links to our social media handles, media, and much more! =)
Aiden, one of the shop dogs, keeps vigilant watch over the barbershop
