Issue No.22 - International Edition Polo De’Marco Magazine - International Edition | Page 32

By: Bailey Beckett
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FLY Is a brand that is cool, vintage and independent,” says Hoffman, a former hedge fund manager
who grew the brand from its origin as a men’s grooming barber lounge built on a 1969 Airstream.
“Millennial men are changing the buying patterns in men’s grooming. There is a huge and growing
interest for new and innovative brands. I started with the basies: What works? What do guys need and
want and how can we make it better? You want the best ingredients from the best makers. Something
that will accentuate the hair and skin. Users will know and feel the difference with FLY
Hoffman looked to icons like Steve McQueen as inspiration for his brand. “He was the arbiter of cool and the most versatile of men. He was a guy’s guy
but cared about how he looked. He was rugged, but it wasn’t spontaneous. He put some effort into it. And that’s cool. Even in that time, men wanted
to look their best. And that never changed - you look at celebrities like George Clooney or Ryan Gosling and see how they carry themselves with
sophistication and swagger. You can look dapper and masculine at the same time. You don’t have to be a celebrity to look like that.”
Hoffman has grown FLY into a brand with a global footprint, with retailers around the world, including Hong Kong, selling its products. He has also
created strategic partnerships with companies like Fossil, Equinox, Lululemon Athletica, Haagar and Trunk Club, among others.
The story behind FLY began in an Airstream trailer. Hoffman, who found success on Wall Street before moving to Dallas to run a hedge fund, was
inspired to open a men’s lounge after seeing an exhibition of vintage LIFE magazine photos. The nostalgic, simple way of life depicted in the images
convinced Hoffman there was a hunger for a classic, throw-back salon where guys could be guys. He put his finance career on hold, restored an
Airstream and opened up FLY, a lounge offering men’s haircuts, shaves and other grooming services.