SHEAR MADNESS? BRITS STICK TO SAME HAIRCUT FOR A DECADE, UNTIL NOW! 

New research reveals that the average British man has been sporting the same hairstyle for a DECADE. While the “short back and sides” reigned supreme as the most common trim (35%), followed by the buzzcut (16%), there is an unexpected ‘it’ cut sweeping across social media, the ‘Alpaca Back and Sides’ which is set to shake things up.  

The ‘Alpaca Back and Sides’ – a modern, textured French crop resembling the animal’s mane with shaved sides and back – is trotting into the hearts (and onto the heads) of the nation, especially among 25-34-year-olds, where almost 1 in 5 are already rocking this woolly wonder (17%).  

The survey commissioned by Alpacalypse Session IPA by SALT Brewery paints a vivid picture of the male grooming wilderness. While most men are happy to experiment with food (51% are culinary adventurers), many remain staunchly loyal to their follicles. And yet, a quarter (23%) of those who haven’t embraced the ‘Alpaca Back and Sides’ are secretly ready to have some fun with their barnet, with over half (55%) admitting the style looks “cool” and that they think it’d suit them (52%).  

To celebrate this new look, Alpacalypse Session IPA is inviting Brits to the ‘Alpacalypse Shearer Shop’. For two days only, on July 30th and 31st, guests can experience this unique pairing: the must-have Alpaca Back and Sides hairstyle and a refreshing pint of the brand new Alpacalypse 4.3% Session IPA. Get ready for sharp lines, textured volume, and an easy-going, crisp brew. 

Edd Simpson, Managing Director of SALT Brewery says “We knew Alpacalypse would turn heads — we just didn’t expect it to be at the barbershop. Al’s woolly ‘do has somehow become a full-blown style icon. Now everyone wants the Alpaca Back & Sides. Honestly? We’re as surprised as you are.” 

While some Brits are ready for a hair rebellion, the survey found experimentation generally peaks at 22, before we settle into a comfortable, often uninspired, hair routine aged 31. Brits put their style rut down to being creatures of habit (37%) and not having the time to find a “new look” (21%). This decade long hair style hiatus is also the result of lack of confidence to change, fears what others will think, and not caring about their hair. 

So, what’s the secret to getting Brit’s to have a little follicle fun and depart from their decade-old lid? A trusted stylist’s opinion, apparently. A third (33%) could be swayed by their barber’s wisdom. And for those truly desperate for a change, major life events like a breakup or a new job can finally push them over the edge (20%).  

And while they might pretend not to care, British men are surprisingly style-conscious. A whopping 38% admit they do care what others think about their style, and more than a quarter (28%) even believe they’re more stylish than their mates. So, while they might feign indifference, they’re clearly putting in the effort (and shelling out up to £240 a year on haircuts!). 

When it comes to style influence, here’s where it gets truly wild: when asked which animals have the best hair, Brits named the majestic male lion (27%), the fluffy Samoyed dog (26%), the shaggy Highland cattle (16%), and, of course, the alpaca (13%). Who knew the animal kingdom offered such hair-spiration? 

Richard Tucker, Senior Barber at Ruffians adds: “This survey really highlights the incredible loyalty that British men have when it comes to their hair, but underneath that comfort, it’s clear there is desire for something new. The ‘Alpaca Back and Sides’ perfectly embodies the fresh, distinctive spirit of Alpacalypse Session IPA.  

“And there is only one way to toast a fresh trim, a refreshing pint. As 35% share they’d enjoy a beer in the barber’s chair, we’re delighted to host the Alpacalyse Shearer Shop as Brits embrace a new look, washed down with an easy-going pale ale. What’s not to love?” 

So, if you’re ready to shed your old, tired mane and embrace sharp lines and textured volume, book your complimentary cut here. It’s time to get an ‘Alpaca Back and Sides’ and finally look as cool as you feel (after a pint of Alpacalypse Session IPA, of course!).