Origin & Missions
Origins
Our Story : A Sanctuary of Care for the Modern Gentleman
ALC Brothers & Sons was born from a simple, yet revolutionary belief:
Grooming is not a task.
It is a ritual of self-respect, confidence, and personal excellence.
This belief was sparked in the mind of Camron Tietcheu, during his travels and exposure to high-end grooming lounges in the United Arab Emirates. There, he experienced more than a haircut or a shave—he encountered a sanctuary. A place where the modern man could pause, restore, and emerge renewed.
Returning home, Camron knew this vision belonged in North America. But he also knew he couldn’t build it alone.
The Birth of ALC
Through thoughtful conversations with his longtime friend and master barber, Kofi Ansah-Dei, the idea took shape. Together, they envisioned a space where grooming would rise above routine, a refined, all-encompassing experience where service quality, artistry, and care set a new industry standard.
As the concept matured, they were joined by seasoned entrepreneur Alain Logua, whose proven leadership, business insight, and network in Toronto’s elite circles added the final cornerstone. With his guidance, ALC Brothers & Sons transformed from a bold idea into a powerful brand destined to redefine the grooming landscape.
Our Vision
At ALC, we believe that a man’s appearance is a reflection of his inner state, a polished exterior that mirrors confidence, discipline, and self-mastery. Our mission is to empower today’s gentleman to embrace grooming not as vanity, but as virtue.
We are more than a grooming lounge.
We are a Care Sanctuary for the modern man.
A space where ambition meets restoration.
Where professional demands are balanced by personal refinement.
Our Mission
At ALC Brothers and Sons, our mission is simple yet powerful:
To help people show up as the best version of themselves — with confidence, dignity, and calm — every single day.
We believe grooming is not just self-care — it’s self-respect. It’s about feeling in control, clear-headed, and prepared for whatever the world throws your way. Whether you’re an executive walking into a high-stakes meeting, a new graduate facing your first interview, or a father carving out 45 quiet minutes to breathe — you deserve a space that reflects your ambition and honors your time.
We’re not just here to cut hair and clip nails.
We’re here to restore men’s peace of mind in a world that rarely lets them slow down.
That’s why we’ve created more than a barbershop — we’ve built a sanctuary where modern gentlemen can recharge.
But beyond that, ALC holds itself to a higher standard for a greater reason:
Our Noble Cause
ALC exists to change how the world sees, and supports, men’s mental health.
Too often, men are expected to perform without pause. To stay sharp, stoic, and strong — even when they're stretched thin. But we know: the strongest people are those who know when to refill their cup.
From barbershop chair to boardroom, we stand for the well-being of the modern man — inside and out.
What Sets ALC Apart
Unlimited Access: Members enjoy unrestricted grooming services, mani-pedis, facials, hair care, all in a seamless subscription model that fits their lifestyle.
Exquisite Craftsmanship: Our technicians are not just trained—they are artisans, guided by Kofi’s rigorous standards of skill and service excellence.
Uncompromising Quality: From the smallest detail in design to the warmth of our welcome, every ALC touchpoint reflects Camron’s pursuit of aesthetic perfection.
Elite Network & Growth: With Alain’s strategic insight, ALC is building partnerships with corporations, offering grooming as a workplace performance and retention tool.