Joey Essex hairdo is all the rage with Gloucester men
HAVING brushed up on everything there is to know about Joey Essex, I can say my new hairdo is, like, well reem.
The star of the hit TV show The Only Way Is Essex, is seemingly creating a bit of a hair sensation in a Gloucester salon.
Men are vying for his look – so I went to try it out myself at the Peter Hickman salon in Russell Street.
And for rising salon star Perry Lewis, 20, he can't do the cuts quick enough.
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His fellow workers told me how some men are even spending an hour every morning grooming their hair.
Perry, from Drybrook, said: "Gents want more than just a short back and sides these days and this is a great look that is easy for them to maintain."
Colourist Kelly Nicholls said: "It is something very different.
"The guys who come in want to look striking. They've not had short, back and sides for a long time now.
"We get people from all walks of life from six months old to 90, and solicitors, rugby players – the lot.
"They want a certain look and are au fait with straightening and blow drying.
"This is definitely an 80s look with a modern twist. It's like fashion, it comes around again with an element of new about it."
Fashionable looks for men have become so common place that the salon now sells more of some of its hair products to men than it does to women.
Perry hopes that the popular style is going to win him the L'Oreal Colour Trophy regional finals in Cheltenham Racecourse on April 2.
And it certainly seems like he is going to get plenty of practice in before the big day.