Harry Rosen has been tailoring males’s fits since 1954. And now the model is making a slight alteration to its title. This Monday morning, individuals throughout Canada woke as much as a peculiar web site. After 67 years, Canada’s iconic luxurious menswear retailer, Harry Rosen, had all of a sudden modified their title to ‘Bushy Rosen’. The signage on their flagship retailer in Downtown Toronto had been modified, in addition to on their web site, all social channels, and even worker e-mail signatures. Canadians took to social media to specific their confusion and to inform Harry Rosen that their signage has been misspelt.

The sudden title change is a part of the menswear retailer’s launch of premium males’s grooming merchandise. Following up the non permanent title change is a content material sequence entitled ‘Totally different Strokes,’ that goals to alter the dialog round males’s grooming. The sequence options six males from totally different cultural {and professional} backgrounds discussing a subject that males don’t usually speak about: their private grooming routine.

The sequence options males who’re position fashions on the general public stage and of their communities, together with Justin Bieber and Ariana Grande guitarist Dan Kanter, TV host Joey Salmingo, and Indigenous educator Michael Solomon, amongst others. Every story reveals the alternative ways males groom: from the empowerment that comes with deciding to shave your head to the cultural significance of lengthy hair for First Nations males.