In a bid to bring back traditional standards of male grooming, the Imperial Gent has opened its doorsin Hexham.

The Victorian-esque salon is the brainchild of Lance Corporal Aydan Holliday, a serving member of the armed forces, who has enjoyed popularity on social media with his highly successful range of Drummer’s Call Ltd beard balm, oil and moustache wax. The products, which are all made with natural ingredients, have been featured in British GQ.

Following in the footsteps of his uncle and grandfather, Aydan believed the salon to be the next logical step for the brand, with Hexham proving the ideal location, having been voted the happiest place to live in Britain last December.

In what will be the ninth barber shop to open in the area, the bespoke salon prides itself on extremely high hygiene standards in a totally exclusive setting at the top of Battle Hill, Hexham. It is this fact, they say, which will make them standout against competition.

Former L’oreal and Tony and Guy stylist, Rory Moore, head barber, said he would give the grooming room five stars for approachability, accessibility, diversity, personality and above all, a decent hair cut.

Whilst having only been open for just over a month, the salon has proved popular, tending to the locks of locals between the hours of 8am and 7pm. A successful social media campaign, inciting interest and curiosity before the salon even opened, is credited for the footfall, as stylists showcased their work to an online audience with the aim of attracting men and women alike. The salon also offers discounts for the military, police and blue light card holders.

Imperial Gent is planning a formal launch, intending to invite other local salon owners, suppliers of Drummer’s Call Ltd products and groups which endorse the brand online.

The brand hopes, in the future, it will be able to open other salons in similar market towns.