Gentlemen prefer fades
Owner of barbershop franchise The Medellin Barber Cartel Marlon naidoo reintroduces masculinity to grooming
GQ: How did you come up with the concept?
Marlon naidoo: Before establishing Medellin in 2018, my wife and I had worked in the corporate world. I’d often wondered why women spent ages having their hair done, but for us men, it felt like a chore, something we had to do. There was a gap in the market.
At the time, I was intrigued by Narcos, Pablo Escobar, and their cartels, groups of like-minded people who subscribed to a similar school of thought and had this majestic self-belief and -esteem but focussed that power on the wrong things. So, we decided to flip the narrative, pondering: imagine if they used that power to do good?
GQ: How is it unique?
Mn: Our DNA is customer-centric. We deliver the highest customer satisfaction and engagement and promote a culture of inclusion, integrity and growth.
Our stores are thoughtprovoking, ring-fencing customers with their thoughts and allowing them me time, which has become a scarce commodity.
Our customers’ journey is mapped out, from complimentary refreshments to highly skilled and engaging personnel, worldclass products and equipment, a refreshing hot towel after their service and a perfume bar. We strive to change the landscape of franchising by nurturing and promoting a hand-holding culture to ensure franchisees feel a sense of belonging and purpose. Once they feel valued, synergies form, and that’s where the magic happens. We subscribe to this simplistic way of doing business with authenticity and realism – it’s not a pie-in-the-sky or get-rich-quick scheme.
GQ: Who is the Medellin man?
Mn: He listens to a specific genre of music that keeps his energy levels up and vibrating at high frequencies. He also takes extreme pride in how he presents himself because if you look good, smell good and feel good, you inevitably do good. His mannerisms make him the highest class of gentleman, and he subscribes to the pillars of respect, responsibility, dependability, integrity and promoting social cohesion. Overall, he’s a positive contributor to society and has the courage to hold societal fractures accountable.
GQ: What challenges do you face in the male grooming industry?
Mn: South Africa has been late to consider the modern gentleman, which means we’re the last to know about trends, developments and techniques. We’ve fostered partnerships with our supplier networks and are bridging the gap and normalising this landscape to ensure we progress at the highest grooming standards.
GQ: Why reintroduce masculinity to grooming?
Mn: It’s the cornerstone of our establishment, giving our customers elements of finesse in “butch” packaging. Guys are more receptive and less shy. You can almost feel them coming out of their shells to experience the Cartel’s way of grooming. They feel comfortable having a wax, facial, manicure and pedicure and leave feeling like a bitcoin at its peak.
GQ: What's next?
Mn: We’ve ramped up franchising new stores and will continue to make our mark on the grooming lansdcape and redefine the gentleman. My motto is: focus on becoming a better version of yourself every day and use your energy to make a difference.
‘We give our customers finesse in “butch” packaging’