When Winston Studio first opened its doors in 2023, few could have predicted how quickly the Copenhagen-based barbershop would grow into a cultural phenomenon. With four locations already open (three in Copenhagen and one in Aarhus), and more on the way — including an international expansion to Bali — Winston Studio is no longer just a place for haircuts. It’s become a brand, a community, and a creative universe with its own rhythm.

Behind it all is Stephen Allen. Equal parts creative force and community builder, Allen has brought together an impressive team that includes high-profile partners like Remee Jackman, rapper Kesi, and singer Skinz. But at its core, Winston Studio is powered by something simpler: a strong sense of purpose and identity.

We sat down with Stephen to talk about where it all began, what makes Winston different, and where it’s heading next.

For people who don’t know you — who is Stephen Allen?

Stephen David Allen Jr. is a boy from Amager who figured out early on that he was great with people. At 16, I was already organizing high school parties, building concepts, and attracting big crowds.

I grew up in Urbanplanen, which is considered a tough neighborhood, but I earned a spot at Sankt Annæ Gymnasium—a private music school that also houses the Copenhagen Boys’ Choir. That was a turning point. It gave me the chance to interact with people from across Copenhagen and shaped my ability to stay grounded and connect with all kinds of people.

Later, I ran nightclubs in Aarhus and used my Copenhagen network to build PR tours for Danish artists. I managed two clubs and a cocktail bar, and after ten years in Aarhus, I moved back to Copenhagen to lead the entertainment department for a corporate group that handled events, festivals, and venues.

Built on energy. Grounded in culture.

Winston was never just about haircuts. From the very beginning, Allen and his partners wanted to build a brand that could live beyond the chair. That’s why they invested heavily in tone, style, and community. It’s why every Winston Studio location feels like a creative space first and a salon second.

The name itself — taken from Allen’s son — is a nod to the personal roots of the brand. But Winston has always had its eyes set on the future.

Today, it’s not just about salons. There’s a Winston Café on the way. A Winston Lab product line with organic hair and beard products. And a growing roster of community events like 3-on-3 basketball tournaments, parties, DJ sets, and their ongoing membership programme that builds deeper ties between Winston and its audience.

Allen says it best himself:

Winston isn’t trying to be the biggest barbershop chain — it wants to be the coolest. And that clarity has been part of the studio’s DNA from day one.

What does a typical day look like for you — any rituals, routines, or habits that help you stay grounded?
I’m not a very structured person—I used to keep my entire calendar in my head. But these days, I start my mornings early. I wake up at 6 AM, drop off my son at daycare, and then go cycling at the gym for 45 minutes. That’s my meditation. It helps me reset, reduce stress, and mentally organize the day ahead.

Beyond that, my family is my anchor. No matter how hectic things get, they help me breathe and keep perspective.

How did Winston Studio begin — and what was the vision from day one?
It actually started with a friend, Siban, who owns salons in Aarhus. He kept pushing me to open a barbershop in Copenhagen, and I kept turning him down. But one day I had a conversation with Thomas Mamburay (founder of ChefMe), and we talked about launching a barbershop as a brand, not just a service. That changed everything.

I called Siban and pitched the idea. He was in. I focused on branding and concept, and he brought the grooming expertise. I reached out to some friends who I knew could elevate the brand—Kesi, Remee, and Skinz—and they came on board as partners. Thomas joined too, handling the business side. And just like that, the team was in place.

The name came naturally. My son is named Winston, and everyone agreed Winston Studio had a good ring to it. From day one, we wanted it to feel like more than a barbershop. A place people genuinely want to be. Not just the biggest chain—the coolest one. That’s why we do events, sports, collaborations, and build community around everything we do.

Winston was never just a barbershop — from day one, it’s been built as a lifestyle brand. Why was that important to you from the beginning?
I have always been a person who couldn’t do anything half-heartedly or just a little. I am very meticulous about what I do and pay great attention to all the details, so when I set my mind to something, I give it 100%.

Winston Studio is no exception, and I have really put a lot of thought into looking at the latest trends, drawing inspiration from other big brands around the world, and seeing what works out there. Time and time again, I’ve found that it’s about meeting people at eye level, tapping into their everyday lives, and making something more than just what it is — making it a part of their daily routine.

That’s exactly what we do with Winston Studio. It was super important for us from the start that people understood it was more than just the typical barbershop where the conversations are loud, there are many chairs, or it’s located in some basement. Here, we wanted people to feel that it was more than that. We achieve this by creating it as a lifestyle brand and a fashion brand, so to speak. All the stores have a consistent theme, with merchandise and brand partnerships with Sprite, Sonos, Bareen, and Les Deux—all brands that people can relate to, that they know, and that are part of their everyday image. This positions us more as a brand than just a barbershop. But make no mistake, our top priority is to provide the best haircut and service; everything else around it is to enhance the brand and the overall experience for both our customers and ourselves.

What does “lifestyle” mean to you personally?
To me, lifestyle is about family, routines, passions — the little things that make up your daily rhythm. For example, I love good coffee and hanging out in cafés. That’s why we’re opening Winston Caffé alongside our next salon. Why not make that part of the Winston universe too?

I’m inspired by New York, but I love mixing that urban pulse with Scandinavian warmth. That blend defines Winston.

Winston has a clear aesthetic. Where does the inspiration come from?
New York has been a huge influence. I’ve brought home everything I thought was cool and fused it with a Scandinavian design language—bright, clean spaces, urban details like basketballs, fashion books, vinyl, and even a DJ booth.

We play jazz, hip-hop jazz, and old-school R&B. No mainstream Danish rap. We want people to feel calm and inspired, not overstimulated. I design every shop from scratch myself, down to the layout and signage. It takes time, but I love it.

Community seems essential to Winston. How do you build that connection?
That was a challenge. Most barbershops are about the individual barber-client bond. We had to build brand loyalty around Winston as a whole. So we created memberships, events, sports tournaments like “Winston Classics,” and parties like “808.”

We introduced series like “Meet the Barber,” “Barber Talks” with guests, and “Winston Sounds” with live DJ sets. All of it helps form a living, breathing brand culture. Memberships have skyrocketed. We’re taking it slow and intentional. Good things take time.

What have been your biggest challenges building Winston?
First of all, I’m not a barber. So I had to rely on people like Siban, who knows what great service looks like. Hiring has also been tricky. Denmark doesn’t have a huge pool of experienced barbers, so we’ve looked internationally too. We bring them in, train them, and treat them well.

And then there’s industry recognition. Since I’m not from the trade, some people don’t see me as legit. But I’m okay with that. I know my strength: building brands and teams. The goal is always the same—the customer walks out feeling great.

You’re expanding fast. How do you stay true to the brand?
Yes, we have grown very quickly, and some might even say too quickly; we certainly say that ourselves. That’s why we’ve taken it a bit slower since we opened our fourth store in December 2024. We plan to open more by the end of the year, but gathering data was important for us first, and that doesn’t just come overnight. So right now, we have collected the data we need and are ready to expand our universe with more stores.

To answer your question, it required multiple locations to create a recognizable identity and a Winston DNA. We have achieved this by ensuring that all the stores have the same aesthetic, the same music, the same videos, the same service, and soon the same scent. This way, we want to provide people with a complete experience, whether you step into a Winston Studio in Aalborg, a Winston Studio in Copenhagen, or a Winston Studio in Bali. Additionally, all our barbers are carefully selected, receive the same training, and we always prioritize promoting them. So what you know you’re getting is the same brand, same vibe, same service, no matter where you are—WE GOT YOU!

Which creatives or brands do you admire right now?
The New Yorker vibe really hits home for me. Brands like Supreme and Kith inspire me—especially the way Kith does collabs with anyone and everyone. It’s smart and gives the brand cultural weight.

I also love how a bagel shop like Leon’s Bagels in New York builds community. And I’m always keeping an eye on creative gems from Japan, Italy, Paris—there’s so much to draw from.

Stephen Allen’s Picks

A few personal favorites from the founder of Winston Studio – names to watch, supplement to drink, spots to visit, and sounds to keep on repeat.

• FASHION — CALM.
  There are many Danish fashion brands doing well right now, but if I had to highlight just one, it would be Calm. It’s an upcoming LA-inspired brand that has truly stepped up its game lately. Their content is cool, the vibe is strong, and they’ve built a universe around the brand. The hype is real – their drops sell out fast. I see a lot of ourselves in Calm, and I think they have the potential to go way beyond Denmark.

• HEALTH — BON LABO.
  I’ve never really been into supplements. But recently I tried supplements from Bon Labo, and I have to say – I’m a fan. It gave me a real boost in my everyday life. Honestly, I could almost feel it after the first time. It’s something you need to stick with, but I highly recommend it.

• FOOD — SHAWAFFEL.
  Maison, Esmée, Ambra – there are so many great restaurants. But if I’m being honest, I love those small fast-food spots. I’m a sucker for shawarma and burgers. Shawaffel is my go-to. They serve incredible Lebanese shawarma and falafel from their locations on Islands Brygge and Frederiksberg. Think of the legendary No. 1 on Strøget – but tastier, juicier, and better.

• MUSIC — CAROLINE DUBOIS.
  An artist I’m a huge fan of right now is Caroline Dubois. She’s a crazy talented young singer and still very unknown to many. But mark my words – she’s going to be big. If you haven’t heard her yet, do yourself a favor and check her out. I’m watching her career from the sidelines, and I can’t wait to see what’s next.

The DNA is consistent — and it travels well

From Aarhus to Bali (shhh!), Allen is determined that a Winston Studio will always feel like a Winston Studio. The playlist. The coffee. The scent. The vibe. Everything is considered, down to the smallest design detail. Even the barbers go through the same Winston onboarding, ensuring that the atmosphere and service stay aligned.

Where other chains scale fast and compromise along the way, Winston is doing things differently. The expansion might be quick on paper, but behind the scenes there’s a patient process of data, design, and curation.

What’s next?

Winston Studio is opening new locations in Carlsberg Byen, Hellerup, and Aalborg. A Winston Café is opening alongside the new Carlsberg location, with coffee roasted in Denmark and beans sourced from Central America. And in 2026, the brand is officially going international, with launches in Sweden and Norway already in motion.

From the outside, it might look like a fast rise. But from Allen’s perspective, this is what happens when you mix vision, detail, and heart.

Winston Studio might have started as a barbershop. But it’s clearly something much bigger now.