Jason Gourd, founder of the forthcoming Sorek Barbershop & Menswear, is on a mission to elevate men’s grooming and style in Houston. When his concept opens in EaDo early next year, it promises all the hallmarks of an old-fashioned, Prohibition-era barbershop–from classic haircuts to straight razor-shaves and beard grooming—held to a standard of service and quality that surpasses anything you can find in a modern shopping center.
That’s not to say Sorek won’t have a few modern luxuries on tap: Gourd’s vision is a barbershop-menswear hybrid boutique, offering refined retail alongside traditional grooming services. Before or after a haircut, customers can browse a carefully curated array of apparel, jewelry, and accessories. The selection is headlined by bespoke suiting from renowned Texas clothier Soto & Co., who count Texans quarterback Deshaun Watson among its noteworthy clientele. Sorek’s ultimate goal? To become a one-stop shop for the stylish Houstonian.
For his part, Gourd is eager to start that journey. “Having grown up in the greater Houston area, I have come to understand the importance of giving back to my hometown, and I am extremely proud that I can open my first concept in the heart of this amazing city—especially in a place like East Village, which really caters to artists and creatives like my Sorek team,” he said.
Sorek won’t officially open its doors until March, but Gourd is taking his concept to the streets this winter to help spread the word in a series of pop-up events–the first, Pop, Drop, and Shop It, takes place today from 5:30–8:30 p.m. at STAG Provisions for Men on Westheimer Road. Attendees will enjoy complimentary barber and styling services from the Sorek team, offered for the first time ever. Additional pop-ups will be unveiled soon.
Sorek’s swank storefront, designed by Texas firm Michael Hsu Office of Architecture, will open in March in EaDo's East Village Development at 2106 Dallas Street, Suite 100.