Union Square barbershop becomes Bay Area celebrity hotspot

Jerrell Brown leaned against a wall and took in the view at the Dapper Down Barber Lounge near Union Square on Friday afternoon.

Hip-hop music was blaring inside the store on the fourth floor overlooking Powell Street. The customer drank expensive whiskey while the barber examined the back of his head and properly trimmed the taper fade. Another customer appeared to be dozing off while the barber gently rubbed cleanser into his stubble.

For years, Brown had fantasized about this place while building a successful career in real estate. It’s an upscale barbershop where men can have hairstylists make them look and feel their best, and escape the stress of everyday life. What Brown couldn’t have imagined was how quickly it would take off. It’s been just over three years since Dapperdown opened in the Barlow Building with a bootlegger-style setup, making it a go-to spot for many Bay Area movers and shakers.

Its customers include nearly half the Golden State Warriors roster, six members of the San Francisco 49ers, and nearly the entire Oakland Athletics organization. Nine-time NBA All-Star Paul George, Oakland native and Black Panther director Ryan Coogler, and popular local rappers and music producers will also be in attendance.

The InterContinental, a four-star hotel about a half-mile away, recently signed a partnership agreement with Dapper Down to bring guests to the Varlow Building for services you’d expect from a spa rather than a barbershop, such as haircuts and beard trims. It was decided to send him to Business is so strong that Ms. Brown, 34, is starting to think about opening her second store.

“What we’ve found is that there are a lot of men out there who are willing to pay a little bit more for a luxury experience,” he says. “We fill a need in the city. Not every man wants to go into a spa, but that doesn’t mean we don’t deserve a little pampering.”

Dapper Down corners its market as the only high-end barbershop in San Francisco with such extensive equipment. Some customers drive as far as Sacramento or Tracy to avoid rush-hour traffic and limited parking by sitting in one of Brown’s few barber chairs. But considering the time and care Dapper Down stylists put into each hairstyle, the price seems reasonable.

A basic haircut, which includes a complimentary drink from the on-site bar, costs $85 and takes approximately 70 minutes. The premium package includes a warm towel, face massage, detailed blackhead removal, and straight razor cleanup and costs $100 and takes approximately 80 minutes. A beard trim costs an additional $15 and takes 10 minutes.

On a recent Friday, several patrons praised Dapper Down’s “calm atmosphere” and friendly staff. Therein lies its charm. It’s bougie, yet somehow approachable. Dapper Down is not only a favorite barbershop for many Bay Area celebrities, it’s also a must-visit for many youngsters from her 9 years old to her 5 years old.

Nathan Edwards, a tourist from Australia, learned this when he scoured Yelp for the best haircuts near his hotel. After getting the premium package, he drank Modelo with his girlfriend near the bar.

Dapper Down can be hard to find, but that’s by design. First-time customers must be greeted thoroughly before entering the elevator or climbing her three flights of stairs. It has a nondescript entrance and no sign of any lounge-like activity beyond that doorway.

“Today is my last day in America before I return home, and I’m really glad I came,” Edwards said. “To me, that epitomizes what an American barbershop should be.”

This is also a success story in downtown areas where foot traffic has decreased. On a recent Friday, his four stores across the street from Dapper Down were empty.

Still, some high-end retailers continue to thrive in Union Square. Yves Saint Laurent and Chanel are also expanding. A. Many watch stores, including Lange & Söhne and Rolex, remain crowded despite their flashy prices.

“It’s sad that some businesses are struggling, but others are opening up again,” said Dapper Down barber Bryce Ward. He counts George, Coogler and Washington Wizards guard Jordan Poole among his most famous clients. “It’s like a circle. Things go round and round. We just have to keep doing what we’re doing.”

Union Square’s proximity to luxury hotels also helps. The InterContinental, The Ritz-Carlton, The St. Regis, Park 55, Four Seasons, and Marriott Marquis are all within walking distance of Dapper Down.

When the NBA team is in town for a game against the Warriors, Ward stops by the St. Regis player room to do a quick fade or trim. Some people like to visit stores. That most recent Friday, San Antonio Spurs guard Devonte Graham had an appointment with Ward, but canceled at the last minute due to a family emergency.

Word of mouth is Dapper Down’s best advertisement. Whenever a friend on another team needs a haircut in San Francisco, Warriors guard Gary Payton II shoots Ward’s contact.

“They got good areas, good space,” Payton said of Dapper Down. “It was very lively. There’s a bar if you need anything. It’s wavy.”

It didn’t take long for Mr. Brown to realize that his business would be successful. A few months after Dapper Down opened in January 2021, eight-time NBA All-Star Dwight Howard slipped into the barber’s chair there and made the ultimate request. “Can you please get me that scary mohawk with the purple tips?”

Satisfied with his hair that day, Howard promised to return with his friends. When Brown first came up with the idea for “Dapper Down” a few years ago, he imagined the reception would be just as positive. The commercial real estate executive had long been frustrated by the lack of high-end barbershops in the Bay Area.

Conversations with colleagues confirmed he was not alone. But for Dapper Down to work, Brown knew it had to maintain a relaxed atmosphere.

Some of his fondest memories are giving haircuts to his college teammates. Brown, a running back at the University of Idaho, would come to his friend’s apartment in rural Moscow, Idaho, with clippers and chat for hours as the players took turns sitting in makeshift barber chairs. .

“There’s something special about the barbershop experience,” Brown said. “This is a really important part of[Black]culture. With Dapper Down, we wanted to show that you can have that experience and also get a little bit of extra perk.”

Brown, who calls herself an amateur barber, had no intention of cutting hair at her shop. For several months, he searched Instagram for dreadlock specialists, fade specialists, braid specialists – the kind of people he needed for his dapper down.

The interview was tough. In order for barbers to be hired, they had to share Brown’s exact vision.

Chris Flores was one of the first to join. When Brown first mentioned the idea of ​​including blackhead removal in his facial routine, Flores nodded instead of laughing.

“Before coming here, I had only ever had a facial massage once,” Flores said. “But Jerrell is pushing us, so I really love that.

“It’s not just about cutting hair here. It’s about breaking down doors and making men realize, ‘They need to take care of themselves, too.’ ”

Staff writer Sam Gordon contributed to this report.

Contact Connor Letourneau: cletourneau@sfchronicle.com