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Trendy new barbershop and menswear store arrives in East Austin

Trendy new barbershop and menswear store arrives in East Austin

Sorek Austin
Sorek, a hybrid barbershop/men's retailer, will open next month. Rendering courtesy of Sorek

An "elevated" barbershop experience is arriving in East Austin — and it promises to be a cut above the rest. Sorek, a hybrid barbershop/men's retailer, will open in the ground-level of the Arrive East Austin hotel in mid-December. 

The 650-square-foot space, designed by Baldridge Architects, is intended to be a one-stop-shop, providing both high-end barber services as well as clothing and accessories. The brainchild of owner and founder Jason Gourd, Sorek was conceived as a destination, a place where customers could update their overall look without having to trek to multiple places. 

"Since I first came up with the concept years ago, this project has evolved considerably but I’m thrilled to now share with the public our plans for the first location opening in Austin,” says Gourd in a release. “Having grown up in Texas, I always considered Austin to be the capital-of-cool so to speak and believe that this city is a perfect breeding ground for Sorek and our future plans for expansion."

With its barber services, Sorek positions itself as an alternative to the Prohibition Era-style shops that have made a resurgence across the country in recent years. Instead, it says in a release, it provides "a welcoming and elevated barber experience that is reminiscent of classic barbershops without guests having to feel as though they are going back in time." In a keeping with its modern vibe, Sorek is ditching the caustic chemicals for all-natural, sustainable hair and styling products. 

Sorek will also offer bespoke, affordable clothing options, ranging from suits and blazers to T-shirts. Like with its styling products, sustainability is considered, and the shop say its goal is to provide Austin shoppers with "well-made and ethically sourced custom-fit clothing." 

The shop will also sell a curated collection of men's accessories such as jewelry, watches, bag, and leather goods, with an emphasis on sourcing from Texas makers. 

Though an exact date has yet to be determined, Sorek's first introduction to the "capital of cool" will be 1813 E. Sixth St. sometime next month.