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The Story of Beard Culture Apparel &

Founder, Ausharra Knox

    I am a professional licensed barber and I have had a beard for the last six years.  I believe that facial grooming is of great importance in the barbering industry.  As an experienced barber the men’s beard has become one of my areas of expertise.  During the early history of barbering the beard symbolized strength, wisdom, and manhood.  The word barber is was derived from the Latin word Barba, which means beard.  With that being said, the men’s beard has great historical value!

    Once I started to wear a beard, I began to pay attention to the popularity in the sports and entertainment industries.  As I traveled to different cities and states, I also noticed that men that had beards began to form a fraternity/brotherhood of sorts.  Every place that I have visited I have received attention and compliments on the upkeep of my beard.  In early 2018 while visiting Atlanta Georgia, I had a vision that involved creating a beard brand that included apparel and beard products which would pay homage and respect to bearded men everywhere.  It hit me that beards had become a phenomenon and visiting a city like Atlanta that has an entrepreneurial spirit lit a fire for my vision.

    After returning home, I started to brainstorm ideas immediately.  My wife (Tanaka Knox/co-owner), and my father (Jessie Knox/graphic designer) assisted me in bringing my vision to reality.  We have worked diligently to create a unique design and quality products that we truly believe has the ability to become a global brand.  We realized that it was also necessary to have fashionable items for women that want to represent their bearded mates! Our vision didn’t stop with just apparel.  Being a barber and beard representative, it was imperative that we created a product (Beard Culture “Better Butter”) that promotes healthy hair growth, conditions, and adds sheen. This product is our 3 in 1 moisturizer that is good for beard, hair, skin and can be used by men, women, and children.  The “Better Butter”, also comes various scents (mango, honeysuckle, baby powder, and vanilla).

    Lastly, I would like to thank my family for their belief in my vision and their unwavering support and hard work in helping me launch this movement.  I also want to thank my Champaign, IL community, without your support I would have never believed in my dream!  You all made me believe that I had something worth dreaming about and for that, I will forever be indebted to my community.



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