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The Faces of Beardsgaard ~ Hearthstone


The faces of Beardsgaard series takes you inside the story and the world of each of our products ~ our real live regular clients, cut by the Beardsgaard barbers, on location, dressed by stellar clothing brands. Journey to our realm, nerds.

Scent Memory

The human animal has five senses, but only two of them pass through the portion of the mind linked to emotion and memory. Of the five, only taste and smell can instantly bring to you faraway and long ago places.
A favorite childhood treat baking in the oven.
The way a favorite aunt's house sometimes smelled like something heady you couldn't identify until you were a teenager.
The exact scent of the leaves underfoot that afternoon of your first kiss.
It is for this simple reason that we made a whole year of the scents of the seasons, so that you can change along with them.
Hearthstone is for: Crisp, dry evenings when the mind wanders to home and hearth.

The Story of Our Beard Oils

Having created the world of Beardsgaard, you can imagine that when we decided to delve deeper into our craft and introduce our own product line, we felt we also needed to delve deeper into the mythology we had been creating amongst ourselves.
We already had the map of the Realm on the wall, after all. So when it came to creating the scents of our beard oils, we first looked to the seasons that our corner of the world gets in abundance, all from natural sources.
And then came the names, which get added as locations on the map, each with a mythology all its own.
Our beard oils are created by barbers to tame the most Ent-like beards of the thousands we encounter, but more than that, they tell a story. This is the story of Hearthstone.

The Mythology

In the mythology, Haeredion, the son of a lost mapmaker, wants to see what lies beyond the edge of the map and perhaps find his missing father.
After traversing nearly the entirety of the realm, through deep forests of endless bleak late-autumn at the ends of the earth, he is out of food and water, but spies what might be salvation in the distance. Or perhaps doom.
"More than anything, Haeredion burned to find the edge of the map and peek beyond it. He wanted to see the ends of the earth."

The Man, The Myth, The Model

This is Dan, a client since right about the time we opened Beardsgaard Barbers. He is a husband, father, and quite the photographer, but that's not why we requisitioned him to be the face of Hearthstone.
It is because we needed a windblown wayward adventurer with a great beard and hair, and his has long been one of our favorite heads in the shop. He also likes to hike, so Blademaiden didn't feel bad dragging him around a state park for lo many hours.
There’s more to the story, including the locations we used here, in the Hearthstone IRL post on the Beardsgaard Barbers blog.

The Garb

If we were going to be doing a full-on photo shoot on location, we had to dress our bearded fella properly for the occasion, yes? So we reached out to one of our favorite Chicago boutiques, Una Mae’s.
They ever so kindly allowed we yahoos to dress our handsome model fella in a selection of wonderful colder-weather clothing that, were it our sizes, we would have simply bought for ourselves.
Scratch that. Blademaiden did exactly that with these pants. Excellent hiking pants, they are.
Clothing all courtesy of Una Mae's Chicago {except the boots, those are Beardsmith’s}

The Spirit of Hearthstone

Night settles across the wilds, untouched by man for eons. Centered in a glade of crumbling ruins rests a stone of eternal flame that smolders with scents of comfort, familiar and perhaps eternal.
Let us take you there.

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