Fish hairstyling tackles life with style offering a range of affordable mens’ styling products straight from the heart of London’s edgy Soho salon.
BORN IN SOHO
Paul Burfoot left school at sixteen and worked on building sites for three years with his dad Percy. He lived in a flat above a barbershop in Maidstone, Kent and so started working as a Saturday boy.
Paul thought it was more fun than carrying bricks, so he decided to go to college to become a barber. He qualified at The Morris School of hairdressing in London and then finished training at Sergios, an Italian barber, in Kensington.
Fed up with the pompous, prima donna attitude of most hairdressers in the West End, Paul decided to open his own place. He acquired premises on D’Arblay Street, Soho in 1987.
Formerly a sex shop, he stripped the walls to find beautiful art deco tiles, revealing the shop’s former life as a fishmongers – hence the name ‘Fish’ was born.
Starting with two staff, Paul built up a reputation for a relaxed, down to earth vibe and quality cuts. Now with over 15 staff and a turnover of 500 clients a week, from all walks of life, from celebrities to barrow boys, the shop remains an icon of the original Soho scene.
“The door is always open… the kettle is always on!”
FROM SALON TO PRODUCTS
In 1995, spotting the opportunity to bring the first water soluble wax to the UK market, Paul created the original Fishfingers Wax (formerly known as Fishwax) quickly launching into Harrods. Soon after this ‘wonder wax’ was born, Paul teamed up with KMI Brands to launch a full range of Fish Soho products in the UK in 2002.
Today the range is present on most UK high streets and is starting to make waves globally, as an affordable, salon developed product line, with a truly British vibe and a distinctly London edge.
“ I remember delivering his products for him when he first started. He would box it up with his mum in our front room. I built him a little office under the stairs…”
Percy (Paul’s dad)
FISH SOHO STYLING
Today the brand is comprised of three main ranges…
Fish opens in Soho, formerly a 1940s fishmongers with original deco tiles and slate floor.
Fish creates the first water-soluble hair wax with its unique coconut fragrance along with other hair care products and is picked up by Harrods.
Fish launches full range in Boots stores nationwide.
Platinum range is launched with its unique musky scent for the more classic gent.
Aquafish ‘easy wash out’ launches.
Superfish concrete hold styling range is introduced.
Ideal for travel, Fish 25ml styling essentials are revealed.
Superfish rolls out into Tesco, Superdrug, ASOS and Amazon.
Fish wins Best Hairstyling with FHM Magazine.
Fish undergoes a packaging refresh to enable ease of navigation to the consumer and to ensure products are complaint for the global roll out.
Fish is casts its net far and wide with a global expansion into USA, Middle East and South Africa with a full suite of assets including videos and lifestyle visuals.
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