We were lucky to catch up with Michael Checo recently and have shared our conversation below.

Michael, thanks for taking the time to share your stories with us today Alright, so we’d love to hear about how you got your first client or customer. What’s the story?

I got my first clients in my freshman year of high school through the JROTC program, a military training initiative that required students to wear a uniform twice a month, which included maintaining a specific haircut. Word got around that I was a barber, and soon, students began coming to me for their haircuts. Recognizing that not all students could afford this, the sergeant stepped in and offered to cover the costs for those who needed assistance. That early experience taught me not only the value of my craft but also the importance of community support, and I’m proud to say that many of those students are still clients to this day.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

From a young age, I developed a passion for barbering, which began when I was just 9 years old. I’d gone to a local barbershop called Tracez, just four blocks from my home, for a haircut. The owner, Chaz, offered me $5 to sweep up the shop, and I started coming by daily to earn my pay. Over time, he trusted me with more responsibilities—running the reception, maintaining equipment, and even learning to fix clippers. One summer evening, as he was giving himself a haircut, he asked me to finish it. When he saw the skill I’d developed, he encouraged me to practice by cutting my friends’ hair. That experience sparked a journey, and by the time Tracez closed, I’d already begun giving haircuts in my basement.

At 15, I was offered a chair at Main Street Barbershop in Union, NJ, which was a major milestone. By 18, I had outgrown that space and sought further development by enrolling in cosmetology school, attending hair shows, and taking specialized training courses, including those by Paul Mitchell. These experiences equipped me with a range of skills, such as cutting with shears—something that set me apart from many of the barbers I was working alongside. My commitment to refining my skills and becoming well-rounded in my craft gave me an edge in the industry.

Later, I transitioned to an upscale barbershop, where I had the chance to work with Chaz once again. Observing his dedication to detail taught me that barbering is about more than just a haircut; it’s about creating an exceptional experience for each client. I carried that insight forward in building my own brand and barbershop, where my goal is to create a welcoming, professional space that fosters growth for future barbers.

Today, I offer a range of services beyond standard cuts, catering to clients who appreciate quality and detail. My focus is not just on meeting client expectations but on exceeding them through a personalized experience that leaves clients feeling confident and valued. I’m especially proud of having built an environment where aspiring barbers can find mentorship, develop their skills, and carve out meaningful careers.

For potential clients and followers, I want them to know that my brand is rooted in integrity, skill, and a commitment to client satisfaction. I’ve built this journey from the ground up, always striving to innovate and provide the best for my clients. For me, barbering is more than a profession; it’s a lifelong craft and a community.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

When we first created Stache Barbershop, we recognized the power of branding and aimed to make a lasting impression. Initially, we started small by designing stickers with our logo, which we placed everywhere—on cars, books, and other visible spots. This helped us build recognition early on.

After about a year, we took the next step by creating T-shirts featuring barber-themed designs. Using a simple in-shop printer, we began producing designs in-house. As demand grew, we decided to work with manufacturers to elevate the quality and switched to wholesales to source higher-quality clothing materials. From the start, we knew that good quality was essential for our merch to reflect the pride we have in the Stache brand.

In the first three years, our clients and friends were enthusiastic supporters, and they played a big role in spreading the word. As we evolved, we shifted from strictly barber-themed designs to a broader lifestyle brand, and that’s when Stache Lyfe was born. This allowed us to expand our offerings beyond clothing to include a range of products like water bottles, coffee, beer, Rebel Razors, and barber capes. Transitioning to Stache Lyfe has given us the flexibility to offer high-quality, stylish items that fit seamlessly into our clients’ everyday lives. With this evolution, our goal is to create products that resonate not only with our barbering community but with anyone who connects with the Stache lifestyle.

The journey taught us invaluable lessons about manufacturing. We learned the importance of quality control, consistency, and selecting the right partners to produce merch that reflects our brand’s dedication to detail and style. This commitment to quality remains a cornerstone of Stache Barbershop.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing our clientele has been a combination of word-of-mouth referrals and grassroots marketing. We focused on building strong brand recognition through a ‘guerrilla’ marketing approach, making Stache a visible presence in the community. However, the real key has been creating an atmosphere in our barbershop that feels like home. We’ve designed the space to be comfortable and inviting, almost like a living room, where clients are welcomed with water, coffee, and genuine hospitality. This personal touch has helped us build lasting relationships with our clients, making them feel valued and encouraging them to share their experience with others.

Contact Info:

• Website: https://www.stachebarbers.com
• Instagram: @stachebarbers, @stachelyfe & @stachefoundation
• Facebook: https://www.facebook.com/p/Stache-Barbershop-100063542021576/

Image Credits

Photographer: Kevin Almeida @almeida.studios
Photographer/Videographer: Devin Dwyer @shotbyak40devin
Photographe/Videographer: Naterson @nathersonn