Grooming is more than appearance, it is a reflection of confidence, discipline, and self-awareness.

The Gentlemen Project is a Jermyn Street initiative created to educate and guide men in understanding what truly works for them through a complimentary haircut session with our barbers. Through real conversations and personalised consultations, we explore the challenges many face from not knowing what style suits them, to struggling with maintenance or consistency.

By sharing these journeys, we aim to help more men make informed decisions, not just in how they look, but in how they present themselves.

Each participant goes through a structured yet natural experience designed to reflect how we work with our clients every day.

1. Consultation
We begin with a one-to-one conversation.
Our barbers take the time to understand your current challenges, lifestyle, preferences, and grooming habits.

2. Professional Assessment
We evaluate key factors such as face shape, hair texture, growth patterns, and maintenance routine, identifying what works, and what does not.

3. Personalised Recommendation
Based on this, we provide honest, practical advice on suitable styles that complement both your appearance and lifestyle.

4. Grooming Session
Your haircut is carried out with precision, while explaining key decisions along the way, so you leave not just with a better look, but a better understanding.

5. Filmed Experience
The process is documented in a respectful and conversational manner, capturing real insights, challenges, and outcomes with the aim of educating others.

Participation in The Gentlemen Project is by selection only, ensuring each feature remains thoughtful and relevant. However, the door is open to anyone who is interested to learn.

1. The Gentlemen (Contest-Based Entry)

We periodically run curated campaigns across our social platforms.

Applicants are invited to respond to guided prompts centred around grooming, confidence, and personal growth.

This allows us to:

• Select participants meaningfully
• Create engagement within the community
• Share stories that resonate with others

2. Existing Clients (By Invitation)

Clients who have been with Jermyn Street for an extended period may be invited to take part.

These selections are based on:

• Grooming needs
• Personal journey
• Alignment with our values