Proraso Brings Experience of Italian Barbershops to the U.S.

Barber Michael W. Haar is bringing the experience of an Italian barbershop to Manhattan in tandem with Proraso, Italy’s leading shave brand.
Haar, who has been the U.S. national barber for Proraso, opened Haar & Co. today in New York’s West Village at 45 Christopher Street. The Proraso brand, distributed in the U.S. by Bigelow Trading, is used and sold in the shop.
“The barbershop is an extension of the brand,” explained Ian Ginsberg, president of C.O. Bigelow Apothecaries. To gear up for the opening, Proraso sent Haar on a fact-finding mission throughout Italy where he trained with “the finest barbers in every city,” and attended a Proraso master barbiere training program, said Ginsberg.
With branding and creative done by Redscout and architecture by Moschella & Roberts, The 700-square-foot site sports six chairs decorated in a throwback style to barbershops of the past — indicative of Haar’s persona. “He lives his life in the jazz age,” Ginsberg added.

Michael W. Haar

Services includes Italian-inspired hot-towel shaves, haircuts, beard trims and facial massages. Prices range from $55 for a haircut $90 for a haircut and shave.
“There are a lot of shops around,” acknowledged Ginsberg. “But it was important for us, with the number-one brand in Italy, to

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