The American Crew Lounge at Hypebeast Cup Delivered Fresh Cuts and Elevated Style

Here’s what went down when American Crew took over the Hypebeast Cup. To celebrate the start of the global soccer tournament, the premier men’s grooming brand joined forces with Hypebeast for an evening that brought together football culture, contemporary fashion, and elevated grooming under one roof. The venue transformed into a lively clubhouse complete with a live DJ, immersive soccer-inspired installations, and a sleek cocktail bar.

At the heart of the experience was a fully operational grooming studio where guests stepped into the chair for premium styling sessions from some of the industry’s best. Using American Crew’s signature products, master barber @curtistheebarber delivered polished blowouts and personalized styling, while Richard Mendoza (@richthebarber) crafted sharp, match-ready cuts and precise lineups throughout the evening. The conversation extended beyond the barber chair when @percival_menswear founder and designer @christophergove hosted a discussion exploring the lasting influence of soccer fandom on fashion, personal style, and the evolving role grooming plays within today’s football culture.

American Crew’s presence carried through every detail of the event, reinforcing the brand’s connection to modern football lifestyle. Guests browsed displays stocked with signature favorites like Molding Clay and Defining Paste before taking home miniature branded totes filled with premium grooming essentials. A rack of custom white-and-gray striped American Crew soccer jerseys, finished with a dual-branded crest, tied everything together, giving attendees a lasting reminder of a night where pitch culture, personal style, and community naturally came together.

If you haven’t had the opportunity yet, head to the Hypebeast Cup and catch some more summer soccer fun.

Hypebeast Cup Pop Up
430 West Broadway
New York, New York 10012

Monday – Saturday 11a- 7pm
Sunday – 11am – 6pm