27 May 2022

Here Comes the Man: David Raccuglia

American Crew strengthens its leadership in the men’s grooming sector with the return of brand name founder, David Raccuglia.

The man who started it all 20 years ago is back home. And during this time when men’s grooming is particularly on trend and experiencing a moment of unprecedented popularity and success, what better news could there be for American Crew, a leader in professional hair products for men, than the return of its original founder, David Raccuglia, as the brand’s new key creative consultant.

After all, two decades ago, he personally laid the foundation of the “men’s grooming” market as we know it today, raising American Crew to its current position as a world leader in professional men’s grooming products. “I spent the past two years researching the global men’s category and spending time with the world’s best talents in barbering and hair care, and I am excited to take what I’ve learned and bring it back to American Crew,” explains David. “When American Crew first started, the men’s grooming category was irrelevant, and now it’s vital; it’s my honor to return and take American Crew into its 20th year as its founder.” In his new role, Raccuglia is also offering Crew his extraordinary photographic talents to create images of the brand’s new collections, just as we already saw him do for the photo shoot of the international All-Star Challenge, the annual competition that recognizes the best stylists in men’s hairdressing in the world.


With this game-changing announcement of its founder’s return, American Crew is on the brink of entering a new era, one when it will further consolidate its global leadership, channelling the passion for men’s hairdressing and Raccuglia’s proven entrepreneurial acumen to strengthen numerous global projects and bring the value of American Crew to an even higher level and drive the business forward. “David, alongside the entire American Crew team, has a commitment to the professional salon industry, and we are pleased to continue this partnership in 2015 and beyond,” said Lorenzo Delpani, CEO, Revlon Inc. “I’ve been given the opportunity to have a hands-on role with the brand and add my insights to the creative process,” said Raccuglia. “With the leadership of Lorenzo, the entire American Crew team has the opportunity to innovate and think big. There has never been a better time for me to return to American Crew.”

David Raccuglia launched American Crew in Chicago in 1994, triggering a revolution in the industry that paved the way for men’s grooming to become the powerhouse industry it is today. The first six products –Daily Shampoo, Daily Conditioner, Texture Crème, Firm Hold Styling Gel, Light Hold Styling Gel, and Pomade– were met with rave reviews. Thanks to David’s expertise and commitment to barbering, American Crew soon became the leading salon brand created specifically for men, thereby meeting the needs of stylists.

Today American Crew is an iconic brand name that continues to define style, set trends, and specialize in men’s grooming worldwide. To date, it is distributed to over 30,000 salons in more than 40 countries in all corners of the globe. At American Crew, there is an ongoing commitment to elevate men’s style and enhance their personal image by offering stylists strategic tools they need to create new trends and keep men looking great.


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