“Many heads of waves and curls look beautiful but no head of waves or curls looks uniform, with all curls looking and moving in exactly the same way.” —Lina Arrojo
Arrojo’s American Wave is a professional salon service designed to create soft, natural-looking wave and curl patterns with bounce, body and movement for clients who want individual, customized texture.
“The new American Wave wrapping techniques are based off of how one might work with a curling wand,” says creative director Lina Arrojo. “We often curl in alternate directions in random, imperfect sections to effect a more organic, natural-looking wave or curl, rather than something that looks overly forced.”
The Undefined American Wave techniques are based on artistic interpretation rather than technical precision. The purpose of the new wrapping techniques is to play with the natural texture of the individual, rather than making perfectly uniform waves and curls.
“Many heads of waves and curls look beautiful but no head of waves or curls looks uniform, with all curls looking and moving in exactly the same way,” Arrojo says. “This is the idea behind Undefined.”
To do this, the creative team of Arrojo and Amanda Jenkins left out the ends in many of the rods, wrapping only from base to mid-shaft, even leaving out entire sections. The inspiration was that nothing should be the same, but customized for the individual’s color, cut and overall look.
Hair: Lina Arrojo, Amanda Jenkins
Photographer: Cody Lidtke
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