User:Thepanicroomsg/The Panic Room

The Panic Room SG

The Panic Room SG is a Singapore-based barbershop and men's grooming retailer. The Panic Room is located at the heart of the heritage district of Geylang, East Singapore.

History
Originally conceived as a small online start-up founded by former marketing executive Mervyn Hi and former fashion entrepreneur Jamie Goh in 2012, The Panic Room planted seeds of a then fledging local hair pomade culture; servicing a handful of customers who dared to try a relatively unknown variety in a market dominated largely by Mandom's Gatsby hairstyling creams.

As the greaser and classic men's haircut trend caught on the South East Asian region, The Panic Room then established itself as a full-fledged webstore, carrying notable pomade brands such as Layrite, Suavecito and Shiner Gold.

Pop-up Barbering
At the same time, the duo were largely active in the arts and design scene, frequently participating in barbering pop-ups at independent flea markets, bookstores, and fashion-related establishments to raise awareness on classic men's grooming in the similar vein of traditional barbershop practices.

62 Neil Rd Barbershop
As the client base grew, Mervyn left his day job in July 2013 to concentrate on barbering; renting a small space within the pantry of a creative agency as a makeshift storefront. It was also here that The Panic Crew grew in size with the introduction of new barbers.

The #GeylangTakeover
To cope with the large volume of incoming pomades brands and growing team, The Panic Room then moved to a larger space at 311A Geylang Road, its current location. Now a barbershop, retail space, office and mini warehouse, the Panic Room adopted the moniker "The Geylang Takeover", with a pledge to make people more handsome than before.

Barbershop
The Panic Room barbershop is a contemporarily archaic space that is capable of servicing up to ten customers comfortably at a go; making it one of the busiest grooming establishment within the Geylang area.

Specialising in classic mens' haircuts and complex hair tattoos, the Panic Crew also does traditional hot towel shaves and the occasional beard sculpting upon request.

List of Panic Room Haircut Services

Retailing Platform
With over 50 brands residing within the 2000 sq foot space, The Panic Room has one of the densest stockpile of mens' grooming products within the region.

Carrying ranges from household brands such as Layrite, Suavecito, JS Sloane, Imperial - to independent home-brewed labels such as The Iron Society, Morris Motley and Anchor's Co., the retailing area is a pomade geek's paradise - with all bases and preferences covered.

The store is segregated into 4 main sections - Water-based pomades; Petroleum/Oil-based pomades; Shaving & Facial Grooming; Beard and Moustache Grooming - covering all facets of mens' grooming.

Style and Influences
The Panic Room's is largely known for their use of colloquial vernacular to humorous effect. Drawing from local cultural references of 90's TV serials, sitcoms. icons, Hindi films as well as usage of local conversational slang, the brand articulates a strong attachment to local contextualisation in an increasingly de-localised industry.

The Swee Swee Series
The Swee Swee series is The Panic Room's range of services - The Swee Swee Haircut, The Sachok Trim and the Authentic Geylang Hair Tattoo.

Shower Series
Championing healthy grooming habits, The Panic Room utilised illogical quips to encourage morning showers to great effect on the social media platforms.

Location
The Panic Room is located 311A Geylang Road, S389350, East Singapore