Ancient beard traditions shape the face of modern Jerusalem

JERUSALEM (AP) — Facial hair is trendy worldwide these days, but in Jerusalem beards have never gone out of style, projecting religious mysticism, nationalism and ideals of masculinity.

For men of all faiths in the holy city, a beard can be an important statement of religious devotion, connecting past generations to God through the tangled strands of history. Facial hair also reflects social mores in many communities. In some cases, it can even reflect one’s political views.

Nowhere is this more visible than in Jerusalem’s Old City, where bearded ultra-Orthodox Jews, Christian clerics and devout Muslims all come into contact in a densely packed mix of some of the world’s most sensitive holy sites.

For Eitan Press, 40, growing a beard is a spiritual journey that embodies ancient concepts of Jewish mysticism while challenging modern perceptions of masculinity.

His beard balm company, “Aleph Male,” is more than a clever word play on the first letter of the Hebrew alphabet. He says it expresses Jewish values that stand in sharp contrast to the tough Alfa Male narrative often associated with facial hair.

“Rather than being a man at the top of the pyramid, it’s the image of a man who is lifting his brothers up,” said Press, who has a majestic, full red beard.