about identity¹

when we say that identity¹ was born from hairdressers, it becomes hard to tell the ‘about us’ story.  simply because the inclination is to write about individuals.  who the ‘we’ are.  but, in our case, the ‘we’ is a group, a team. 

not only are we a current team but we must acknowledge that there are so many people from the past who created something intangible that has been the real force behind making identity¹ happen.  this group of people created what we work from today.  they cultivated an environment that focused on the craft of hairdressing and sought to continually elevate it.  this group that created a standard for the guest experience and held each other to it.  they focused on continually studying, sharing, teaching technique, style, trend, fashion, inspiration, art.  they worked hard to build a thriving salon business and played hard in celebrating each other, the guest and the industry.  

Gene Juarez, the man, is to be celebrated for creating this dynamic.  and it is us, the artists of today, that are so intent and proud to do right by the standard with the identity¹ collection.

there are a group of us who bring product thinking to the table.  we lead the development and qualification process.  we test samples on mannequins, each other, and ultimately our guests.  we only accept a product into our line once it meets the highest of standard – ours and our guest.

we are also a group of artists who define the ‘brand’ creative and commentary.  we are uncompromising in ensuring that we elevate, deliver, simplify and whisper in the most artful of ways.  we are experienced in creating stunning hair and editorial imagery because we create all of our salon imagery in-house and are the go-to for Seattle’s fashion industry and runway needs.

we are a group of national educators who you can learn about and meet here.  we are artists who merely represent the entire Gene Juarez team who have been chosen to create and bring the education curriculum that we have carefully crafted to the marketplace.  we are artists who work behind the chair, who educate in our salons and schools, who are product experts and who are passionate about the industry.

there is also a group of necessary business-people who support the marketing, sales and operations - but not without our input along the way.

when we say that the identity¹ haircare collection has been created by hairdressers, we really mean it.