A progressive and independent aesthetic oasis, reminiscent of London's bohemian street style, has developed on the streets of one of Milwaukee's best-kept secrets — Bay View.
Two years ago, Darren Andres and Deano combined art and fashion with equal parts hair care and independent salon to produce an innovative and edgy brainchild: Fetish Hair Salon. At Fetish, it's not about getting pampered. It's about mirroring art, creativity and beauty onto hairstyles that make clients feel empowered or, as Andres would say, "Like a million bucks."
"We wanted to get back to the roots, put the fun back into doing hair and find ways to make the style trends of Europe work in Milwaukee," Andres said.
With that in mind, Fetish co-owners Andres and Deano anchored in Bay View — an area eager for development — to increase and accelerate the inception of global style that travels slowly over the Atlantic and crawls into the flatlands of America.
According to Andres, the current trend is texture. Waves, curl and angular cuts with this season's color scheme — brown and brunette variations — placed to enhance the shape of the hairstyle are very 'in' right now. But overall, the stylists at Fetish, 2481 S. Kinnickinnic Ave., are most concerned with making clients look their best and encouraging them to recognize the artistic beauty they embody.
The salon design is quite minimal but it overflows with culture, art and hipster style. The walls are covered with painted orange and yellow flames and eclectic designs hang in all directions. At Fetish, student artwork is hung free of charge on a six- to eight-week rotation and the small TV plays classic black and white and silent films. On this visit, international style and culture magazines line the rack near the front door and four 'Tramp Lamps,' fixtures made from vintage bodices and corsets, hang on hangars from the ceiling. Clearly, there is eye candy to occupy anyone.
The clientele, who, contrary to popular belief raised by the salon name alone, are of all ages and all walks of life, including doctors, lawyers, artists and students. The books on the coffee table near the door — "Versace," "Andy Warhol," "Muscle Cars" — illuminate this phenomenon where white collar can meet spiked collar and everything in between.
Both men brought impressive training experience and years in the industry to the inception and opening of Fetish. Deano, the scissors and styling wiz, earned a master's in hair cutting at Vidal Sassoon in London. Andres, Fetish's color, chemical and science of hairstyle guru, attended Pivot Point Chicago and focused on research and product development.
Also an educator for Milan based hair care and color product company, Framesi, Andres travels nationally and abroad to teach stylists and colorists.
"When I empty my cup in front of people, I have to fill it back up," Andres said in regards to teaching.
The average haircut, shampoo, and style, ranging from $30 and up, aren't the only services offered. Color, hi-/lo-lites, texture/relaxer, facial waxing and even extensions are all at one's fingertips.
In addition to Framesi Options, Fetish also carries BY, 'be yourself' performance driven styling system, and MOD, 100% Modern Organic Products, hair-care product lines.
Eventually, Andres and Deano would like to expand Fetish to have massage and makeup, but for now it is just the two of them, the culture of art and style and hair, lots and lots of hair.
Fetish Hair Salon, 2481 S. Kinnickinnic Ave., is open Tuesday through Saturday. Students receive $10 off any service. More information is available by calling 483-8703.