Newspaper article The Evening Standard (London, England)

It's a Man's World; Trends as the Man Behind Murdock Opens the Capital's First Male Wellness Store, Samuel Fishwick Takes a Look at the New Manscape

Newspaper article The Evening Standard (London, England)

It's a Man's World; Trends as the Man Behind Murdock Opens the Capital's First Male Wellness Store, Samuel Fishwick Takes a Look at the New Manscape

Article excerpt

SUDDENLY, the men's wellness market is on the rise. It's already a $3.7 trillion industry, so you can see why the bros want in. Hims, a website neatly pitched as "Goop for men", was launched in November and is already valued at PS140 million, aggregating a lifestyle blog, hair-loss treatments and moisturisers for dry skin.

But Brendan Murdock, wants to ensure that such spaces exist IRL. On the walls of his male wellness studio Anatome in Shoreditch, apothecary jars filled with vitamins, dried nuts and fruits are neatly stacked. The Water-Rower, made famous in House of Cards, sits next to an eclectic collection of gym equipment in a corner. Bottles of essential oils waft enticingly from a counter near the entrance, with strong, declarative labels like "Expression + Confidence", "Support + Protection", "Balance + Stability".

"I didn't like what I was seeing in the health arena," says Murdock, who founded cult barbershop Murdock London in 2006 and effectively singlehandedly launched London's cool malegrooming market. He sold it after a decade, he says, because he got bored of not being able to create -- now he wants to do something similar with wellness. "It's too gendered. This is a unisex space with a masculine sense and design, and deliberately so. I want to initiate change. Who would have thought beards would have become a thing?" Murdock wants this man cave to be unfussy. A tight edit of own-brand essential oil elixirs, vitamins and nutrients has been in development for more than a year, and the store also stocks sports apparel and has a health cafe with a range of Anatome teas.

It also doubles as an events space. The in-house "Lodge" is hosting evening salons throughout the year, including an evening with Team GB's 2016 Olympic Rowing Team, who will be discussing diet and determination. Moreover, it's meant to be a safe space. Shop assistants are like gym personal trainers, dispensing nutrition advice with zen-like authority. The "+" branding is considered: the idea is that this is about solving a personal equation for you, building both a better diet and "rituals" such as breakfasts and baths into your day. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.