JMC Barbershop Revives the Classic Men's Hangout with a Modern Twist

The traditional men's barbershop is an icon of 20th century America. A few decades ago, you could find shops in small towns and big cities across the country, filled with men on their way to work. They came to talk sports, talk politics and hear the latest town gossip.

But the rise of corporate hair salons, like Super Cuts and Hair Cuttery in the 1980s, slowly chipped away at the local barbershop's popularity. 

Jason Clarida, owner of JMC Barbershop, 105 N. Addison Ave. in downtown Elmhurst, is bringing the icon back to life. When customers walk in, they immediately notice the walls covered with posters of Jimi Hendrix, Bob Dylan and other music legends.  Clients are free to mess around with the shop's acoustic guitar or electronic drums while waiting. Clarida works hard to create a casual atmosphere, a place where men come to hang out as they've done for the past century. 

Many of his clients have visited his store for years.  One customer drives from Chicago to Elmhurst just to get his monthly trim. This kind of loyalty is rare in an age when most men cut their hair at the closest shop they find.  Without question, JMC is fighting a tough battle against corporate salons, but the 10-year-olds, the college students and the seniors loyal to JMC give Clarida plenty of reasons to be optimistic. 

Elmhurst Patch:  When did you first open your shop? Has this store always been a barbershop?

Clarida: The store, itself, has been a barbershop for 90 years. It's had a number of different owners.  I took over this shop six years ago. It used to be called Coat of Arms, owned by a guy named Nick Pantalio. Nick wanted me to replace him when he retired, and so he trained me for three months before leaving. He was a guy who wanted to make sure his customers would be taken care of once he left. 

Elmhurst Patch: Did you always want to be a barber growing up or did you have other plans?

Clarida:  My Dad owned a construction company, and so I grew up in that business.  My first jobs were in construction, but I hated the work.  In high school, I was drawn to art, music, pretty much anything creative. I had two uncles in Florida that were both barbers.  They were the "cool" uncles and acted as my mentors when I decided to go to hair school.  

Elmhurst Patch: Was the shop's music theme something you planned from the start?

Clarida: Absolutely. Music is one of the only things I've ever been interested in.  It was the only thing that stuck with me when I was young. I wanted to surround myself with the things that I love while I worked in this shop. 

Elmhurst Patch: I notice there's a wide age range in your customer base.  You have 10-year-old kids sitting in chairs next to senior citizens.  Is that something you planned for when you opened up?

Clarida: Not really, it was just something that happened slowly.  When I started, 90 percent of my business was from guys coming off the train from Chicago. These were older guys that loved the shop because I do the straight razor shave.  The younger guys like it because I can cut their hair really well and add style to it. 

Elmhurst Patch: Do you know of other barbershops in the area creating their own, unique theme? 

Clarida: Floyd's 99 in Chicago has a similar sort of music theme.  They've got a few locations throughout the city. 

Elmhurst Patch: What do you say to customers that have been going to Super Cuts for 20 years and they don't give much thought to their haircut?

Clarida: I think the experience is much better than at a chain.  I keep the atmosphere comfortable.  I stock the fridge with soda, beer and water for customers to enjoy while they wait. 

Elmhurst Patch: Do you think you'll see more uniquely themed shops popping up around the area in the next few years?

Clarida: Absolutely.  I've noticed in the last few years a huge growth in barber shop schools.  When I became a barber, the closest school was in Rockford. Now they're popping up everywhere in Chicago. 

Elmhurst Patch:  The past 10 years have seen the rise of the "metrosexual" male. A guy who cares a lot about his appearance. Do you think barbershops will start to evolve into something closer to beauty salons?

Clarida: It's already happening.  I saw that there's some new shop in Wheaton calling themselves a "men's hair spa."  They offer full packages with hair cut, facial, straight razor shave, massage.

Elmhurst Patch: A lot of men have the opinion that barbershops are a thing of the past. Do you think shops will have to evolve into something like your store to stay in business?  

Clarida: I think it would certainly help. A lot of guys have a fear of barbershops. When I was in high school, I was absolutely terrified. I thought it was white walls and a buzz cut no matter what I asked for. I'm fighting this fear men have. I've started getting customers from Elmhurst college.  I think once guys come in and see how cool this place is, they really start to change their mind on barbershops.