According to Luis Alvarez, Aquage co-founder, the bold approach to men’s fashion demands new groomers that focus on ultra-vivid, unexpected texture. “While many seem ever-fascinated with the fade, there are so many ways to take men’s grooming beyond the hair cut through transforming texture with salon products,” Alvarez says.

“With men, it’s that little bit of off that’s so on right now,” Alvarez says. “They can now dress their hair without having to use a pomade or traditional men’s product. Guys don’t layer like women do—they stick to one product.” It’s all about product selection, he says, that makes the difference."

Hair and photography: Luis Alvarez

Make-up: Wanda Alvarez

Fashion styling: Patric Chauvez