Intentional means every detail was decided on purpose. The opposite is default — and default is what most barbershops run on.
Every detail is a choice
Lighting temperature, music selection, espresso supplier, towel weight, scissor brand, consultation length, finishing balm. None of it is accidental at SIR.
We keep editing
Intentional doesn't mean fixed. We review the experience quarterly, talk to clients about what's working, and adjust. The bar moves up.
—SIR Management