OUR STORY

WHAT WE STAND FOR

WHETHER YOU'RE A BUSINESSMAN, AN ATHLETE, OR A WORLD NAVIGATOR, WE UNDERSTAND THE ASPIRATIONS OF THE MODERN MAN ON THE RISE AND LOOKING GOOD ALONG THE WAY.

WE AREN'T JUST A MEN'S GROOMING BRAND -- WE ARE A MOVEMENT; A MOVEMENT THAT CELEBRATES THE FUSION OF AMBITION AND GROOMING, INSPIRING MEN TO GET READY FOR THE NEXT LEVEL.

WE ARE STEEL MEN'S GROOMING. MASTER YOUR DIRECTION - YOUR TIME IS NOW.

ABOUT THE FOUNDER

ROOTED FROM CANADA WITH SOUTH KOREAN HERITAGE, OUR FOUNDER, JONATHAN, EMBODIES THE FUSION OF TWO RICH CULTURES AND BRAND ETHOS, FROM EAST ASIAN SKINCARE WISDOM WITH A WESTERN APPROACH.

DRAWING INSPIRATIONS FROM KOREAN EXCELLENCE AND DESIGNED IN HONG KONG, TIME-HONORED INGREDIENTS ARE BEING MADE AVAILABLE TO THE AMBITIOUS MEN OF TODAY. CANADIAN ROOTS INSTILLS VALUES OF INCLUSIVITY, DIVERSITY, AND THE BELIEF THAT ALL MEN HAVE A CHANCE TO WIN. WE ARE RESPONSIBLY MADE IN ASIA.

AS A KOREAN-CANADIAN, THIS UNIQUE BLEND OF INFLUENCES FORMS THE BACKBONE OF STEEL MEN'S GROOMING -- AMBITION WITH A GLOBAL MINDSET WHILE LOOKING GOOD AT THE SAME TIME.

JOIN THE MOVEMENT AND ARMOR UP!