American Crew Introduce ACUMEN | Premium Men's Grooming Products

It's not every day you get to meet a legend. But it's been something of a 'meet the legend week' for me so far. Check out my blog post about my night at the GQ Awards, but for now let me talk about meeting David Ruccuglia, the founder of American Crew! 

One of the most charismatic, unassuming, yet at the same time wildly fascinating and gregarious souls I've yet to encounter. David started American Crew mixing products in his house, playing a various assortment of fragrances and scents. The backstory reads like a Roald Dahl novel (Georges Marvellous Medicine reference there for you Millennials) and he struck gold when he went to Japan and chanced across a water based pomade that didn't exist back in the US. 

The US pomades long ago were very greasy and you commit to several washing to get the residue from your scalp. Not a pleasant experience. With this discovery David began his obsession with male grooming and launched his Brand American Crew in 1990. 

Since then American Crew's styling products have all centred around the expression of excellence and attaining masterful poise the American Crew acumen assembly of products was created with the successful man in mind.

Cue the music and the dry ice, tonight Matthew, I'm going to be Mr Success. (Rapturous applause). That at least was the inner dialogue as David snapped away. Can you believe he was taking pictures of me? The day couldn't get any more surreal. 

 

American Crew introduce ACUMEN

I'm already a huge proponent of American Crew grooming products, so was buoyed by the news of a new product launch; ACUMEN,  a line of scientifically formulated products with proprietary ingredients to fit a mans grooming needs, available exclusively in Selfridges. 

American Crew, the official supplier to men, is proud to announce the latest innovation in men's personal care.

'As the official supplier to men we hope to inspire men to groom with confidence each day,' said David. 'Acumen brings a level of sharpness, sophistication and aspiration to the skin care beard grooming and body care routine.'

Being the unyielding gatekeepers to Grooming tradition, the Acumen collection  of grooming and skincare products are formulated exclusively for men who have specific issues and needs due to their male hormone levels, oily skin, thick skin, large pores, sweating and the inevitable dreaded ageing. 

What's so different about Acumen? 

You might want to know a couple of the ingredients so I've sketched some down for you. The Acumen products contain both Vitamin B5 and E and are fused with superior performance hyaluronic acid, ginger root extract, bisabolol and cranberry extract to increase blood flow retain moisture fight free radicals. How do you like those apples?

In total there are 15 products in the range specifically engineered to fit a man’s tone texture and grooming needs designed as a regime of 4 steps covering shower, shave care and style.