American Crew Hosts Grooming Lounge at Hypebeast Cup

American Crew partnered with Hypebeast to host a grooming lounge at the Hypebeast Cup, an event celebrating global soccer culture, contemporary fashion, and men's grooming. The venue was transformed into a clubhouse featuring a live DJ, soccer-inspired installations, and a cocktail bar. A central element was a grooming studio where guests received styling sessions from master barbers using American Crew products. Barber Curtis ( @curtistheebarber ) provided blowouts and styling, while Richard Mendoza ( @richthebarber ) offered haircuts and lineups.

The event also included a discussion hosted by Christopher Gove, founder and designer of Percival Menswear ( @percival_menswear ), exploring soccer fandom's impact on fashion, personal style, and grooming within football culture. American Crew's branding was integrated throughout the event, highlighting the brand's connection to modern football lifestyle. Attendees could view displays of products like Molding Clay and Defining Paste, and received branded totes with grooming essentials. Custom American Crew soccer jerseys with a dual-branded crest were also available, symbolizing the convergence of pitch culture, personal style, and community.

The Hypebeast Cup Pop Up is located at 430 West Broadway, New York, New York 10012, with operating hours from Monday to Saturday, 11 AM to 7 PM, and Sunday from 11 AM to 6 PM. The collaboration aimed to reinforce American Crew's position within the lifestyle associated with football and fashion.