About Us

Barbaric Style started with a pretty simple idea. Make grooming products that could actually keep up with the way we live.

The idea came from a job I had where the work was demanding, the days were long, and looking put together wasn't always easy. The pomade I was using couldn't handle it. I found myself carrying a jar of generic pomade and a comb with me all day because sooner or later, the product would give up and I'd have to fix my hair again.

After enough days of that, I figured there had to be a better way.

That was the beginning of Barbaric Style.

As the idea started taking shape, I knew I wanted the brand to have a personality of its own. I've always been drawn to mythology. The stories, the characters, and the rugged worlds they come from. There's something about those old stories that has always stuck with me. Life wasn't exactly easy back then, and it isn't always easy now.

Obviously, most of us aren't walking around with axes and shields.

We're going to work. We're paying bills. We're raising families. We're chasing goals. We're trying to make time for the people we care about while somehow finding time to take care of ourselves too.

Some days go smoothly. Others feel like you've been hit with everything at once.

But you get up, handle what needs to be handled, and do it again tomorrow.

It doesn't really matter what you do for a living. You might work with your hands, sit behind a desk, work nights, run a business, drive all day, or do something completely different.

We're all putting in the work.

That's where the idea of the Modern Warrior comes from.

Not some exaggerated idea of what a man is supposed to be. Just the everyday guy doing his best to take care of his responsibilities, provide for the people he loves, and keep moving forward when things get difficult.

And that's where Battle Ready comes in. Life doesn't have to be some dramatic fight to feel like a battle. Sometimes it's just getting through the day, handling what needs to be handled, and getting up to do it all again tomorrow.

That's the guy I had in mind when I started this.

Forged for the Modern Warrior.

Battle Ready.

- Ethan Dray