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Columnists - Columnists: Jeff Jardine

Thursday, Oct. 30, 2008

Jardine: Not your father's haircut

Shop's clients can sport a team's logo, a cartoon character, nearly anything

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This could have been a perfect opportunity to go out and experience a column topic firsthand or, in this case, first head.

Sorry. I just couldn't muster the courage to have my hair buzzed and a corporate logo or message carved into it.

Oh sure, the possibilities were endless. I could have had The Bee's Scoopy mascot on the back of my head. Or a 49ers logo on each side. Or I could have cut a deal with any number of businesses, wearing their name or logo in exchange for their product or cash -- you know, becoming a walking billboard.

The fact is, getting a designer graphic haircut is a personal thing, said Victor Campos, a 24-year-old barber who owns Da Other Barber Shop on G Street in downtown Modesto. It's an art form, he's an artist, and for $25 to $50 -- depending on the complexity of the design -- your head can become his canvas.

Over the past 2½ years, he's carved everything from the "B" of a Budweiser logo to sports team logos into his customers' noggins.

"I've done the 49ers, Raiders, Chicago Bears," he said, while showing a photo of a scalp bearing the Chicago White Sox logo. "I've done a Puerto Rican flag."

His shop has eight barbers and five of them do the graphic cuts. Some customers let him create his own designs. Other come in knowing what they want, including stars or specific patterns.

Tuesday, 16-year-old Nadine Ruiz had Halloween in mind.

"I'm getting a skull-and-crossbones from Ralphie," the Archer Academy student said, referring to Ralphie Stevens, one of the shop's barbers.

Why settle for a simple costume when you can wear the Jolly Roger look for several days?

Stevens used an iPhone to look for designs. Instead, Nadine handed him a pirate's costume eye patch bearing the look she wanted. He took a photo of it with the camera phone and held it in his hand as a guide. He used electric clippers to create the general shape and then a straight razor to make it more pronounced.

The finished product looked as though it came right from the official "Pirates of the Caribbean" Web site.

"If they've got a picture, we'll do it," Campos said. "Everybody has their own little style."

One time, a customer came to shop for a haircut and Campos asked him casually, "What are you doing this weekend?"

"I'm going to Disneyland," the customer replied.

"I know what I'll put on your head," Campos told him. "Mickey Mouse."

About 45 minutes later, the customer headed off to the "Happiest Place on Earth" wearing an absolutely authentic trademark infringement.

Ezekiel Enriquez, a 15-year-old student at Elliot Alternative Education Center, needed his artwork reshaved. After all, it begins to grow back within a few days. His head bears the name of a clothing line called "Why Hate?" Before that, he had Oakland A's ball cap lettering. He's a regular at the shop and hopes someday to work alongside Campos.

"I'm thinking of going to barber school," Ezekiel said.

The clientele consists mostly of younger men and women, from their teens into their 30s. And the customer base is diverse. Tuesday, there were Latino, white and black customers.

"For Stanislaus PRIDE Day, this woman came in," Campos said. "I shaved half of her head and did a 'Gay Pride' graphic. We don't discriminate."

They won't do gang stuff, though. The last thing they need, Campos said, is one gang retaliating or viewing his shop as enemy turf because a rival got a design reflecting something Sureño or Norteño.

"It's bad for business," Campos said.

The shop is a place where people hang out, get their heads carved and listen to rap music. Every Thursday afternoon, 25 to 30 people congregate as DJ Nate spins vinyl. Campos said he doesn't leave until the last customer is satisfied.

About half of them get graphic design cuts. Others, such as 30-year-old union carpenter Alex Chalco,

come in for a trim and conversation.

"This place is a positive environment," Chalco said. "There's never any trouble."

Just a mostly younger crowd that comes to hang out and walk out later with a new, original look.

"You're next," a smiling Stevens said, pointing to the chair as I was about to leave.

No, thanks. But I'll keep them in mind if the economy continues to tank and I have to use my head to generate some additional income: "Your company's name goes here."

Jeff Jardine's column appears Sundays, Tuesdays and Thursdays in Local News. He can be reached at jjardine@modbee.com or 578-2383.