He is 'Sergio'

Sergio Tosti is a man who, despite his excellent hair, has worn many hats.

Business man. Student. Insurance salesman.  Professional poker player. And more recently, with his October opening of I’m Sergio, he’s become an ideal.

“Being a Sergio Man is about being stylish, well-groomed, confident. It’s an attitude, a way of life. It’s not about me specifically, but about a concept,” explained Tosti, 35, from behind the counter of his Fayette Street men’s hair salon, before excusing himself to answer a phone he says hasn’t stopped ringing.

“I’m Sergio.”

The way the wiry and fresh-faced proprietor tells it, his Italian DNA limited him to two vocational choices: hair or food. And after the above flirtations, he, like his mother and uncle before him, ultimately settled on the former. He’s doing it his own way though.

“We sell not just a hair cut here, but an experience,” he said, waving his hand in the direction of interior decoration, and staff, that had the look of things that were chosen only after much deliberation.  “You get pampered. A scalp massage, a neck shave. You get a beer.”

More specifically, for $34, a Sergio Man gets The Cut: a shampoo, conditioning, scalp massage, warm towel treatment, haircut, neck shave, and style that comprises the salon's flagship service. Also included are free touchups—a neck shave and a trim behind the ears—to ensure a Sergio Man’s confidence doesn’t wane between cuts.

Sergio is confident you'll like it.

Sergio is confident.