SONS OF SEVEN

SONS OF SEVEN presents a men’s hair care collection through its own online store. The brand was founded by brothers Antonie and Melchior, who say they started out dissatisfied with the styling products and visual identity dominating the market. Their offering brings together formulas for different hair textures and finishes under a distinctive brand design.

The brand’s story is about more than packaging: its own account centers on authenticity and the freedom to define one’s identity. The company explains the name in two parts. “Sons” refers to the shared experience of being a son, while “Seven” draws on the symbolism of the virtues and sins. That is the brand’s philosophy, not a promise about what a product will do.

The official biography says the founders worked with Italian product designers and tested hundreds of formulas before settling on the collection. Rather than relying only on traditional test panels, the brand says it valued feedback from friends, family, and barbers in its own circle. It also says its formulas are developed and made in Milan, Italy.

The catalog organizes styling products around different goals. Matt Clay is designed to provide control with a natural matte finish; the formula can be reshaped during the day and washes out easily. Firm Pomade is intended to smooth dry hair and create a wet-look finish with natural shine. The company also says it rinses out easily.

Texture Paste is made to add volume and texture, bring out waves and curls, and give fine hair more body without weighing it down. The official product guide says it can be applied to dry or damp hair and used as a pre-styler before adding clay or pomade. The brand positions it for looser, more textured styles that remain flexible.

The collection also includes Sea Salt Spray, presented as a way to build volume and prepare hair from the roots, and Detox Shampoo, which the brand describes as a scalp cleanser. A toiletry bag rounds out the range. Each product is presented with its own instructions and purpose, rather than as a one-formula solution for every hair type.

The signature Burning Tree Parfumée fragrance runs through the styling line. The brand describes a woody base with fresh and spicy notes; its storefront names sandalwood, grapefruit, bergamot, and cardamom. The site also offers a product guide, lookbook, and brand biography that connect the formulas and finishes with its visual identity.

Orders are placed online, and the site lets shoppers select a country, language, and currency for their market. SONS OF SEVEN says orders placed before 11 p.m. Central European Time ship the same day, while delivery times depend on destination. Its policy accepts returns within 30 days if an item is unused, in its original packaging, and in resalable condition; customers arrange and pay for return shipping. For questions or retail partnership inquiries, the company lists info@sonsofseven.com.