Matte is the ultimate in masculinity. If shine screams, “look at me”, matte leans in closely and says, “here I am”. From vulcanized rubber watchstraps to brushed steel cufflinks, the trend has even caught the eye of luxury car companies with the Ferrari F430 hitting the streets with a “flat black” finish and the Rolls Royce Ghost with a gunmetal grey hood.  It’s all about the confidence of presence, and nothing is more masculine than that.

There is something completely disarming about a man who looks like he isn’t trying.  A bit of chrome on your car or bike is nice enough, but take it too far and you run the risk of looking like a modern day Liberace. After all, shine is all about wanting people to look at you, and matte is more about having the self-confidence to know that they will.

American Crew is bringing the trend to hair with our new product, Ultramatte. A medium hold no shine fixative that creates strong defined looks with zero pose and tons of presence. Or should we say man’s secret weapon for getting through the day with style and character? 

Because sometimes, the best way to shine is not to.