Schorem Barbershop The Birthplace of the Reuzel Brand

The Legendary Barbershop That Changed Grooming ✨

From a corner of Rotterdam to the pinnacle of global barbering

On the corner of two narrow streets in Rotterdam, Netherlands, a small barbershop made history. Schorem Haarsnijder en Barbier — or simply "Schorem" as the world knows it — isn't just a barbershop. It's sacred ground for those who believe that men's grooming is art, tradition, and lifestyle. From here was born Reuzel, the brand that conquered barbershops across the planet ✨

In this article, we'll journey to the heart of Schorem — meet founders Leen and Bertus, discover their philosophy of old-school barbering, and understand why they decided to create their own products. Because behind every tin of Reuzel lies a story of passion, rock 'n' roll, and endless hours in the barber's chair ⚠️

 Schorem & Reuzel at a Glance

Leen & Bertus: The Men Behind the Legend ✨

The story of Schorem begins with two friends who shared the same passion: classic haircuts and rock 'n' roll culture. Leen Bergman and Bertus van Dijk met in the Rotterdam scene — an environment full of rockabilly, vintage cars, and endless nights at concerts. Both already had over ten years of barbering experience when they decided to join forces.

In 2001, they opened Schorem in a small corner of Rotterdam. The beginning was modest — a few chairs, vintage posters on the walls, and an ambitious vision: to create a barbershop where time stands still. No Wi-Fi, no television, just good music and even better haircuts.

What set Schorem apart from the start was its uncompromising dedication to roots. While most barbershops in the early 2000s were turning to fades and modern styles, Leen and Bertus insisted on classic cuts from the '50s and '60s. It was a bold choice — but it proved to be the right one.

The Rotterdam Scene: Rock 'n' Roll & Kustom Kulture ✔️

To understand Schorem, you need to understand Rotterdam of that era. The Netherlands' port city was a hub for an underground scene that combined rockabilly music, hot rod cars, tattoos, and vintage lifestyle. This community — known as Kustom Kulture — was the natural environment for Leen and Bertus.

Schorem wasn't just a barbershop within this scene — it was its core. The barbers at Schorem were part of the community, attended the same shows, drove the same cars, listened to the same music. This authenticity was palpable from the moment you walked through the door.

This atmosphere attracted clients from all over Europe — and soon from around the world. People who shared the same aesthetic made trips to Rotterdam just for a haircut at Schorem. The barbershop became a destination.

"We Don't Do Fades": The Philosophy ⚠️

This phrase became Schorem's motto and simultaneously their most controversial statement. In an era when fades dominated everywhere, Leen and Bertus refused to follow the current. For them, classic cuts weren't just a styling choice — they were a life philosophy.

The rejection of fades wasn't snobbery — it was focus. Instead of offering everything to everyone, Leen and Bertus chose to become masters of a specific art. Pompadours, flat tops, slick backs, side parts, executive contours — these were their signatures.

This specialization brought clients who knew exactly what they wanted — and those clients became Schorem's most loyal advocates. They weren't just customers, they were members of a community.

The "old-school only" philosophy extended beyond haircuts. Straight razor shaves, traditional hot towels, bay rum aftershaves — every service at Schorem was a journey to the past, executed with modern technique and unwavering standards.

The Birth of Reuzel: From Need to Creation ✨

For years, Leen and Bertus faced a problem: there were no pomades on the market that met their standards. Most commercial pomades were either too weak or had poor formulation. The vintage products they loved no longer existed. The solution? Make their own.

In 2013, after years of experimentation and testing, Reuzel was born. The first formula was Pink Grease — a heavy-hold oil-based pomade that became an instant classic. Green Grease (medium hold) followed, and gradually the range expanded to water-based options.

What made Reuzel different from the start was that it wasn't just marketing — these were products tested daily on real clients, by real barbers. Every formula reflected thousands of hours of hands-on experience at Schorem.

The Name "Reuzel": Tribute to the Roots ✔️

Why "Reuzel" The word is Dutch and means "lard" — the animal fat that the first barbers used to style hair. It's a tribute to grooming's roots, a reference to the era when men used simple, natural materials to care for their appearance.

The name choice wasn't accidental — it was a statement. In a market full of brands with fancy names and modern marketing, Reuzel chose to honor the past. The name connects modern products with decades — even centuries — of barber tradition.

Reuzel's branding reflects this philosophy in every detail. The tin colors (pink, green, blue, red) are bold and recognizable. The graphics evoke vintage Americana. Even the font has a retro vibe.

Every element of the brand identity was designed to communicate the same message: this is a product with history, made by people who respect the art of barbering.

Products Born from Experience ⚠️

What makes Reuzel products different isn't just quality — it's their origin. Every formula was created to solve a specific problem that Leen and Bertus faced daily at Schorem.

This approach explains why the Reuzel range is so complete. Every product has a specific purpose — there are no "filler" products that exist just to pad the lineup.

Global Impact: From Rotterdam to the World ✨

What started as a small barbershop on a Rotterdam corner evolved into a global phenomenon. Today, Reuzel is sold in over 80 countries, and Schorem has become a destination for barbers and enthusiasts from around the world.

Reuzel's success wasn't based on traditional marketing. Instead, it came organically through the reputation Schorem built. Barbers who visited Rotterdam left with tins of pomade in their bags — and shared them with colleagues back in their home countries.

Reuzel achieved something rare: becoming a global brand without losing its authenticity. Even today, products are developed with the same philosophy — tested at Schorem, approved by Leen and Bertus.

Schorem Today: The Legacy Continues ✔️

Over 20 years after opening, Schorem remains faithful to its roots. Leen and Bertus still cut hair daily — alongside a team of barbers who share the same philosophy. The wait for an appointment can stretch to weeks, but for devoted clients, it's worth every minute.

Schorem isn't just a barbershop — it's a monument to a specific understanding of what men's grooming means. Every haircut is an experience, every visit is a journey to an era when the art of barbering had soul.

Schorem proved you can be uncompromising and successful at the same time. That authenticity isn't an obstacle — it's the greatest asset. And that behind every great brand lies a real story, written with passion and dedication.

 Want to learn more about Reuzel's history?

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