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On being a kid and having musical parents, what advice do you have for parents? I would say if you’re gonna invest in anything musical for the house it should be a standup piano. It doesn’t take up much space, and you can usually find one on Craigslist for free or cheap. Just get it tuned (this is important). The best thing about piano is it’s available and ready for whenever inspiration strikes. No cords, no gear, no plugging in, no amps, just a practical acoustic instrument perfect for babies and kids. When small children play piano, they have an instant intuitive relationship with it, and do surprising things. Toddlers just finger around, and compose little avant-garde pieces, unaware that they’re discovering where the notes they like live. A lot of kids have an innate sense of note relations, so when they’re small little sponges, they’ll inadvertently tackle the most frustrating stage of learning an instrument. Always have an acoustic guitar in the house too, but since it hurts little fingers I wouldn’t push it until they’re older. Even though I’m a guitarist, I think the piano is king. 

What are your thoughts  on hair? It’s so easy to ebb and flow with the trends when you’re at the mercy of your hair stylist, so that’s why working with someone who understands what you’re trying to present is so important. As an artist, I always want to try to match the style of my work with my look, so that for example if you’re in a hotel robe, your haircut is working to represent your style. 

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Do you have a hair horror story? I’ve done everything under the sun to my hair; a lot of fashion bombs and offensive looks and hair harm, most of which were self inflicted. My hair culture as a teen was kitchen shears, bleach and manic panic. Drastic experimentation from ages 14-20, anything that could go wrong in the teen laboratory went wrong on my head, and I’m hoping I can unearth more photos one day. 

What are your tour packing your essentials? A nice leave in (like yours tbh) because I do the Jersey housewife towel move after the shower, so before I comb I have to detangle a little. And I definitely need MARE Mediterranean Sea Mist and RAKE Styling balm (yours is AMAZING and thickening). Since I cut my hair short, I usually let my hair do it’s own thing which is boring straight and smooth (which for long hair could be sweet) but when I use these products on my bob it makes it look a little more done. And if I forget my show-shorts, I have to buy some more, so show-shorts so I don’t flash anybody. 

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Any pre show rituals? We blast a playlist with Decendents, Magazine, The Slits, Black Flag, all the punk greats to set the tone. The sets are pretty organized and laid out so it reminds me to present the real energy and remember my musical roots. 

What do you do when you cant sleep? I usually think I can’t sleep when I’m tooling around on my phone, so first things first; put the damn phone down. Then, drink some herbal tea, and try to pretend like I’m tired. Fake it til you make it. Melatonin sometimes helps, and I recently got a tip to try tryptophan lotion! 

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Thoughts on volubility? You’re asking the person who loves absolute silence in an Uber. I guess it completely depends on where, when and why. Sometimes holding something in reserve is better than having an active external thought process, leaving people feeling like they were a forced spectator. I can either be a low key social fixture or the one driving a conversation, but I pick my moments wisely. Sometimes it’s better to listen than to preach. Of course it’s usually the person least qualified on a subject who’s postulating the loudest, and the experts are letting showy commentary hang there like the bad fart that it is (that was a Peep Show quote). 

As a artist do you struggle with control? No not at all, I could actually use a little bit more chutzpah. I’ve been lucky to have Gothic Tropic all to myself, so there aren’t any collaborators disagreeing with my creative decisions. Logistically, I’m pretty amenable because it matches the resources I have to carry out my vision. I’m not expectant, I know where I am in my growth so listening to feedback from people I profoundly respect is welcome, not unwelcome. 

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Photography and Hair Garrett Markenson

Make Up Javier Mena



Sharing your creative process is incredibly intimate. The ritual is internal and to translate can be a challenge. Our founder Garrett Markenson recently taught a class at Hairstory Studio in Dallas. The class was a demonstration,  transformation cut and styling in a unplugged atmosphere. Hairdressers gathered to learn and discover more about themselves and there craft. Here are his thoughts...

Quantity first, then comes quality. Through process and discipline you refine your craft. Humans need to play more. When I do hair I'm looking to discover. Removing any system that could make the process predictable. 

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Hairdressers methods can sometimes be too religious or cut like mindset. I believe we need to constantly learn, unlearn, and relearn. To challenge ourselves and stay forward. Some of the best film makers and artist never even went to school for it.  As creatives we need to stay loose and present. Open to different ideas and test them. As an artist my work is sometimes received as I hoped and other time the opposite.  In fact some of my most favorite work has been perceived as a bomb. It motivates me regardless. An artist advantage is that we are  students for life. I can't think of a better journey.


Photography by Beau Bollinger



April 10th 2018 at FISK Gallery in Portland OR, we launched MAPS ZERO.  MAPS is an amalgamation of style, culture, and travel. A reimagination of the way we think about hair and styling. It’s a collaborative en- deavor as well. An endeavor that seeks to open doors, make you think or just be. 


The gallery featured live music from CHIP. Original video from the contributing artist and animation from MAPS. Live hair from our founder Garrett Markenson



Our second year in New Orleans as a team. REVERIE opened Bayou St. Blonde, a show presented by The Left Brian Group.  Garrett Markenson, with the help of Roxie, Joi, and Katie presented 5 models. The art direction was centered around "BANGS" provocateur. Gamine Vanguard inspiration to liberate and diversify. Javier did the Make Up focusing on eyes, while complimenting the bangs. Overall a modern minimal finished look. The show was sold out with over 200 hairdressers from around the country. REVERIE MAPS ZERO launched. A magazine created by Garrett and produced by FISK. MAPS is an amalgamation of style, culture, and travel. A reimagination of the way we think about hair and styling. It’s a collaborative endeavor as well. An endeavor that seeks to open doors, make you think or just be. We also launched limited edition "COIFF YOU" crew sweatshirt that sold out. The trip was a success, filled with good food and beignets!!



Once a year we take a holiday to Big Sur. My girlfriend Hillary and her best friend Danielle share a kindred spirt for the magical forest that opens into the northern cost of California.  A guided tour of Big Sur with these two is a magical experience.  Each year we go there are new adventures but theses are just a few of them.  Enjoy God's Country

Coffee-Big Sur Bakery

Breakfast- Deetjens

Hike- Julia Pfeiffer Burns State Park

Discover- Garrapata Sate Park

Lunch- Rocky point

Hot Springs- Esalon  

Dine- Sierra Mar

Sleep- Post Ranch Inn




Its always refreshing to be surpreied.To have new discoveries and experiences.  In the world of retail.  The model has been evolving but still in mass, it can globalized and dull.  There are leaders around the globe setting a new pace and The LINE is on of them. Working to tell a story more clearly and captivate the journey of the client.

Based in New York City and founded in 2013, The Line likes to strip down the bare essentials of what they like to call honest goods. This place has the latest finds from emerging names across fashion, home, and beauty. Their honest goods are built to last but never boring. 

I was first introduced to THE APARTMENT while working in NYC. When you first walk in, it is like entering a friends apartment but everything is for purchase. There are no restrictions to things that can touch or open.  I love entertaining friends and sharing objects from my travels that I have curated. Nothing like bringing back some goods from this space. I recommend making an appointment prior to visiting.  




Describe Yourself in 5 Words
I've had too much coffee. 

You're an extremely talened hair stylist who has launched a coveted range of hair care products. How did you get into doing what you do? 
I was studying art in Florence Italy and met an incredible hairdresser that inspired me to learn the craft. 


You're one of the most creative people we know, and certainly inspire us with your point of view. Where do you go for inspiration? 
Generally, I'm inspired by opposing viewpoints. Something that is new to my eye. Likely through traveling and intimacy. I enjoy reading essays and walking flea markets. Above all its music and scent that derive deeper sense of self, leaving one surprised and renewed. 

You travel to a lot of cool places. Where to next?
This weekend I go to New Orleans then San Francisco. 



For my birthday, Hillary surprised me with a lovely day spent at the new Broad Museum in Downtown Los Angeles.  This charitable space is a stunning addition to the Arts and Culture of the community.  You'll experience many intimate design aspects that will lead to points of discovery and inspiration.  The space is a perfect size, allowing you to enjoy it all at a leisured pace.  After your visit check out Otium one of the newest places to dine in the city from chef Timothy Hollingsworth.


The Broad is a new contemporary art museum founded by philanthropists Eli and Edythe Broad on Grand Avenue in downtown Los Angeles. The museum is designed by Diller Scofidio + Renfro in collaboration with Gensler and offers free general admission. The museum is home to the 2,000 works of art in the Broad collection, which is among the most prominent holdings of postwar and contemporary art worldwide. With its innovative “veil-and-vault” concept, the 120,000-square-foot, $140-million building features two floors of gallery space to showcase The Broad’s comprehensive collection and is the headquarters of The Broad Art Foundation’s worldwide lending library.




The ultimate desert escape. The Parker Palm Springs is a place to relax, retreat and indulge.  Recently went for the first time for Hillary's Birthday.  Lovely grounds and formerly the Givenchy  estate.  I recommend enjoying the space.  Breakfast at Norma's. Drinks by the pool.  Keep a slow pace and stay hydrated. 

Built as an estate and designed by Jonathan Adler, the Parker Palm Springs boasts 144 room including 12 villas and a 2 bedroom house on 13 lush acres. There are 3 restaurants - Norma’s (of NY fame), mister parker’s a sexy, dark and seductive French bistro and the Lemonade Stand, perfect for an afternoon bite or cocktail. The Palm Springs Yacht Club spa at over 18,000 sq. feet is well-known and a place to indulge in a treatment, take a yoga class or just lounge. Additionally the hotel has 4 red clay tennis courts and grounds filled with croquet, petanque, outdoor firepits, fountains, hammocks and so much more.




Recently, Hillary and I got back from our belated Honeymoon.  We traveled to Marrakech, Puglia, and Rome. Both of us had been to the Eternal City before and this time we wanted to discovery a path less travelled, but also return to our favorites.  If you've never been to Rome you most certainly need visit all the great historical structures and  landmarks.  However, when you're looking for a place to eat it can overwhelming. Please enjoy a few of these boutique suggestions should you, or love one journey to  ROMA. 

SLEEP Aldrovandi Villa Borghese

CAFE Sant Eustachio Il Cafe


VISIT The Vatican

SPA Acqua Madre

LUNCH Forno Campo De Fiori

GELATERIA Fatamorgana

SHOP Il Bisonte

VISIT Pantheon

SHOP 104 Pandemonium

APERITIF Trattoria Da Cesare 

EAT Salumeria Roscioli

DRINK Salotto42



We are excited to announce our relationship with Sassoon Academy.  All salons that retail REVERIE will now receive 15% OFF Sassoon Academy education.  These images are from our inaugural event VSXR celebrating our partnership.  The hair was done by Traci Sakosits, Vidal Sassoon North American Creative Director for salons and Academies.  The photography is from Artist Matthew Kazarianism.  See you Sassoon!!



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Hair and Photography Garrett Markenson

Make up Javier Mena 

We spent the day in down town Los Angeles with Madeline Follin of the band CULTS. I first saw them live at FYF in 2010. Their self titled album "CULTS" is played at our salon on repeat. Madeline's sweet innocent vocals mix with a motown vibe creates a dream pop sensation. I've been a fan for years now and have been patiently waiting for their latest album, "Offering". We prep for the shoot at the Ace Hotel. I pressed a wave with a flat iron, she has so much hair. I had no idea what I had gotten myself into. I broke up her waves with MARE and RAKE. Then we walked to the historical Bradbury Building. We shot till we got kicked out then went through Central Market.  I can't begin to describe how many eyes were fixed on Madeline as we walked down Broadway. 


Who/What do you miss when your on tour? So much.  My family, friends, bed, home cooked meals...but it is so worth it. I’ve got FaceTime, grocery stores and a pillow/blanket from home to get me through it. 

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What do you enjoy most and why? You know, it honestly changes depending on my mood. I am so lucky to be able to do what I do. There is not much I dislike about any part of it besides missing family and friends. When I am writing I am looking forward to recording, when I am recording I am looking forward to touring, and when I am touring I am excited to get back to writing. I love every part of the process. 

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Congrats on your new album. Tell us about the album artwork. Brian and I decided we wanted the cover to be a photo of someone’s hands reaching towards the sky placed in an “offering” type position. We reached out to my friend Scarlett Connolly, who is an amazing photographer, and went upstate to an indoor softball field and shot the cover. It was very homegrown. My mom and stepdad helped with the art direction and lighting and then Taylor Johnson of Mortis Studio put the whole thing together! 

What is your favorite smell? Coconut. Which is very strange because I actually don’t like the taste of it. The smell reminds me of being at the beach/summer. 

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Spirt animal and why? Everyone in my band insists that my spirit animal is a cat. When I am at home I like to chill and lounge out but if you cross me the claws will come out!

Your hair is beautiful. What are your thoughts on hair? Thank you! I hate cutting it. My hair stylist, Candice Birns, lives in LA so I only cut it when we are in the same city/have enough time on a shoot which is usually about three times a year. Even then I beg her to only take off what is necessary. It’s amazing because she somehow manages to make my hair look like it is longer after the cut. She is the best. I only wash it once a week and usually let it air dry, unless I have something I am dressing up for. If that is the case I blow my hair out which ends up taking me an hour!

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What hair/salon experience? I have never worked in a salon but there was a point in time where I somehow become the go-to person for cutting all my guy friends hair. I feel like I was pretty bad at it but everyone kept coming back for more haircuts (probably because they were free.) At a certain point I had to cut them off. I would get so stressed out and worried before/during the cut that the person was going to hate the way it looked. You have to be fearless to be a hairstylist and I definitely was not. 

Where do you want to here your music being enjoyed? I like listening to music most in the car, so I guess that is where I would like people to enjoy our music. There is nothing better than driving in your car alone and being able to listen to your music at whatever volume you want without interruption. 

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What do you enjoy about REVERIE? I love that it is made for everyone. It is not marketed specifically to men or women. Everyone in my band begs to use my all of my reverie products on tour. I also try to use mostly organic products made with natural ingredients. The shampoo leaves my hair clean without feeling dry and it smells so good I want to bottle it and use it as a perfume. 

Where was your fist kiss? I don’t kiss and tell. 

First Album? The first cassette I ever got was Hanson “MMMBop”. I played that thing until the tape fell out. 


ELISABETH - BORN Taunton Massachusettes, October 1983

TOMMY - April Fool’s Day 1982


ELISABETH - YEARS BEHIND THE CHAIR 17 with a break or two in there

TOMMY - 14!


TOMMY - DAILY ESSENTIALS Coffee, dogs, wife and weights. If I’m near a beach, that too.


ELISABETH - MAGAZINE CRUSH Magazines have always been a huge source of inspiration for me. I was introduced to ID and THE FACE in the early 2000’s by my mentors.  My mind was blown by the fashion and interesting people, the artists, and musicians that filled the pages. At the age of 19 those magazines really expanded my ideas about what creativity could mean. Now I don’t get that same feeling when I pick up magazines. I don’t feel that fresh surge of creativity. I never get the sense that I'm seeing something I've never seen before. I don’t know if it's because I'm old now and have seen a lot, or just a result of the internet constantly feeding us new ideas, and the constant change and movement of what's relevant.  I love The Gentle Woman. The colors, styling, and layout are always perfect and I always like the people and topics they feature. Gather Journal is another good one. They tell amazing visual stories and use food as art in a really unique way.  I'm resisting telling you what kind of Instagram people I follow.  It's just too obvious. I want a better answer, but I don’t have one because it's all on there, and we define ourselves and our interests through it.


TOMMY - More and more, it's looking like Instagram is where I go for inspiration. Not actively, but it's always in my face, so following creative people makes sure I've got beautiful, horrible, amazing, thoughtful, new, old, creative things in front of me throughout the day.

We also get out to Cape Cod throughout the year. Just walking on the beach and watching our dogs run is inspiring. Sometimes inspiration isn’t about taking in information. Sometimes, it’s about letting it all go to give your own ideas some room.


ELISABETH - WHAT WERE YOU DOING BEFORE YOU DID HAIR? I started dying my own hair and my friends' hair in my bathroom at 13.  I was into grunge, then punk, in my early teens and my friends would come over and we would bleach our hair and share our manic panic.  I actually learned a lot about what to do and what to not do with a double process in those days. I also learned that if you put green over red you get brown. Basic color theory, very important.

I had a job the moment I was old enough to work. I wanted to be independent and have my own money.  I also wanted to do something where I could be creative while making money. I come from a very blue collar background, and being an artist or a musician wasn’t going to offer the promise of money, so the obvious choice was hair.  I went to a vocational high school where you learned a trade while getting your degree.  I had my hairdressing license and was doing hair behind the chair by 17.  I quit hair at  24 to move to California and go to school for jewelry design.  I did that full time for four years, but when I moved to New York I got back into hair, because I needed stability and I missed the work. Designing in an office wasn’t satisfying and I missed the independence of my old career.  When I got to New York I saw people painting hair and I was totally re- inspired. I didn’t know what it was or how to do it, but the challenge of learning made me feel like I was starting new.


TOMMY - I majored in History when I was at LSU. My plan was to be a History professor. After 2 years, I felt like I was being too formulaic, so I decided to take a year or two off and see what happened. Nothing happened! It was horrible. Without direction, I was making just enough money to pay bills and just paying the bills to be able to work. One afternoon I was talking to a friend of mine about all of it: how I was depressed, how I didn’t really know what I wanted and how I just needed to finish my degree so that I could have some stability. She made, what I now realize was, a joke and told me I should just go to beauty school. There have been 4 or 5 things in my life that I knew were the right thing, right away, in that moment. When I get that feeling I charge at it with everything I’ve got. I literally applied to beauty school the next day and haven’t stopped since. I never wanted to do hair. I never did hair. And I didn’t even realize it was an option. I can’t honestly remember why it felt so right, but I’m very happy it did.

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ELISABETH - HOW DO YOU BUILD YOUR BRAND? One day at a time.  I think aesthetically is where it began for me. The all-white had a certain feeling, and the name WHITEROOM... I don't know, I could just feel it in my bones.  So we started with how the space would look, the name, how the letters look together, then how the word makes you feel. What do you assume about it? I always had a specific idea about how I wanted the space to feel.  I wanted to stay away from the typical salon vibe. I want clients to feel like they are taking part in something, like an art gallery, where the vibe of the space communicates a feeling.  The products we carry are also an important part of the equation.  We stand behind the products we carry and believe the brands have the same goal we do: to provide the client with the best of what beauty has to offer.  

A brand is a complete package, every detail matters, and it needs to tell a story, create a feeling, have a definite vibe, and offer people something they haven’t experienced.  If you aren’t creating that, then you aren’t a brand. You're a room with filled people providing a service. 

TOMMY - This is such a hard question for me to answer. Starting, and running, a business feels like walking backward in the dark with a flashlight. You can't see where you're going, only where you've been and you have to somehow use that information to make decisions. Metaphors aside, I think just staying authentic and true to yourself is the only way to build anything. It's scary though because things don't always turn out the way you thought, hoped or wanted them to. Authenticity is different for everyone, but you know it when you see it. You find out some things about yourself along the way, so you need to be willing to accept those things or work honestly to change them. We have a lot less control over things than we think. But we can control how hard we work. So, work really fucking hard, all the time. What else is life for, anyway?


ELISABETH - How do you conduct a successful consultation? First, I make sure the client is comfortable and feels taken care of (water, wine etc)

I look them in the eye while they tell me what they want and fully listen to their ideas before communicating my own.  I like visual aids. People have different words they use to describe colors and tones and if you rely solely on words it can lead to confusion later.  It's important to me that my clients know where we are going and how we are going to get there, and if it's going to take more than one sitting. No surprises. This also inspires confidence and lets the client know that you know how to achieve what they are asking for. 

TOMMY - I’ve been at this so long that I can usually just see exactly what I’m going to do the moment someone sits down. Not in an egotistical way. But, you can tell if someone wants to keep their long hair, or if there’s a heavy area that needs some work. That’s not to say that there are surprises, so it’s really a process of talking to make sure we’re both on the same page. Ask people what they don’t want. That can actually be easier for some clients. The whole point is to make things easy for them, right? We are in SERVICE! Making someone feel comfortable is important. Letting them see your confidence. That gives you more wiggle room. 

When I was starting out, I'd sometimes be clueless about a haircut, but I'd just fake it. Hesitation creates fear. Being open to doing something you don't want to do is important if you want to be any good. I like to give people information, but leave most of the decision making to them. You can't expect to have some grand vision for every person that sits in your chair. Sometimes the shit is boring. Be into boring. Get excited about chopping someone's hair off, if that's what they want. Be cool with a tiny trim even if their hair is way too fucking long. Guide people, but don't force them. It's more meaningful for them when they decide.


ELISABETH - Do you say no to your clients? All the time.  People are always asking for unreasonable things they see online, that may be filtered or took 10 sittings to achieve.  Some people have color buildup so icy white blond hair just isn’t in the cards for them this year.  I try to frame my no’s as "managing expectations," and let them know what IS possible. I always have ideas for a compromise. Whether they take them or not is another story. 

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TOMMY - Rarely.  Only if the idea isn’t grounded in reality or the client is missing information. So, if you want to chop your hair off but you have thick, fluffy, curly hair I won’t say no. But, I will let you know that it won’t necessarily look like the photo you showed me. But, I’ll also be super into it because who cares if it doesn’t look perfect! 

There are probably 2 haircuts that will make you look your “best.” And probably one that will make you look awful. Who cares? Are you going to make every client get the haircut that gives them a perfectly oval face like you learned in fucking beauty school? Shit, I hope not. I love when a client comes in, really wanting bangs, but never having had them because “every stylist” has said they “wouldn’t work” or look good, or whatever. I’ll give you those bangs. I’ll give you those bangs right now. And you know what? Sometimes it’s amazing and sometimes it’s not. But, now, the client is in charge of that decision. They should be. You should work together. I’ve worked alongside stylists that refused client requests because the thing the client was asking for wasn’t cool enough for them. Fuck that. Get over yourself. You think you’re an artist? No one cares. Get into it and do the boring shit. You’ll learn something.

TOMMY - Do you have a signature approach? Haha, yeah, moving fast! I’m not a “this is the way this thing is done” kind of guy. I’ll use whatever tool or technique or idea I have to get the result I want and to get it done the fastest. Occam’s Razor all the way.


ELISABETH - Whats in your kit? Solaris bleach, Shades EQ,  Framar color brushes, YS park everything else.

TOMMY - Straight razor and various shears. I don’t do set work so this is all salon stuff. Our apothecary has way too many products to keep at my station all the time, so they rotate. My always products are Sachajuan Leave In, REVERIE MILK, Leonor Greyl Baum de Bois, Christophe Robin Volume Spray with Rose Water, David Mallett Australian Salt Spray for sure. Oh, and I’ve started using REVERIE EVER more lately, but you’d be upset because I use WAY too much. Haha.


ELISABETH - Do you enjoy the work or the end product? I like the work. The end is great, but the problem solving and moving my hands is what's fun for me. 

TOMMY - The work for sure. The result is just the physical manifestation of that. It's the data that guides the process. I very much like rule-based art, like some of Sol Lewitt's stuff. The input is a factor inserted into an equation/process. It generates a result. Change the equation with the same input, change the result. Change the input with the same equation, change the result. You get to see the process, in a way. 

Look at any haircut, you're looking at the result. Try to guess the other two, the input and the process. Was it cut with a razor? How was the weight removed? What were the tools? Was anything over-directed? Was there a clear process, or was it more free form?

I only cut hair (I have a very hard time thinking in color) so maybe that’s all it is. The process and result are both important, since I use one to guide the other, and the other to guide the one, but my focus is totally on the work. If I could just shave heads all day, that’s what I would do.


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ELISABETH - What are your thoughts on our craft industry? My thoughts on our industry have changed over the last few years.  I quit hair for a while because I felt uninspired and stuck.  I think the industry has evolved over the last 7 or 8 years in a great way because of things like Instagram.  It's not just the same 5 names getting all the attention. There are lots of voices out there inspiring and innovating and new ideas are coming out all the time.  

TOMMY - I’m afraid this will sound pretentious, but I don’t think of myself as a hairdresser. I just do hair. I have always hated, and still hate, being called an artist. At best, I’m an artisan. I take what I do seriously, but try to not take myself so seriously. We can take ourselves a little too seriously sometimes. I read an Instagram post from someone who talked about us(hairdressers) changing the world. Seriously. Making the world a better place. Really? I’m all for elevating our craft, but I think we should stay in reality. We make people look and feel better. We also provide a basic service. It doesn’t need to go beyond that. It’s already important, has been for a long time and will continue to be. So, we should just work hard and stop patting ourselves on the back. Silent pride.


ELISABETH - Who do you look to for inspiration on Instagram? @lazymom (its not what you think and if you haven’t you should check it out) @tracisak_hair (personal hair hero since right after beauty school) @sightunseen @totokaelo @milk

TOMMY - @kalen_holloman (Best collages of our generation) @somewheremagazine (Full of images that I wish I’d thought of) @strongmanmotivation (There’s no way this one won’t inspire you) @dltxii (Photography that’s so simple, but taken as a whole is mind blowing) @nilsericson (Photos with great use of contrast and shadow)



ELISABETH - Have you ever felt discouraged in your craft? Omg yes. You can get stuck in the day-in and day-out of seeing clients.  It can start to feel less like a creative field and more like a service job. The reality is, it's both. The days can be long and I think the future can look tough. Once you are booked solid 5 days a week, what's next?  That is still a question I want to help answer for my employees. How do you stay inspired and keep moving forward?  You have to be a self-starter in that way. This job is what you make it and you need to keep ideas flowing to create the career you want. It's not always easy. 

TOMMY - Absolutely. Like I said, I never thought of myself as a hairdresser and it was never even a goal of mine. It just kind of happened, I was good at it and the money was good. So, 5,6,7 years went by and I realized I hadn't finished college and had wasted some hypothetical potential. So, I guess my discouragement wasn't about the craft itself, but more just about myself. I think that's where a lot of discouragement can come from: focusing on what-ifs. 

In the beginning, hair is super fun. It's all so new. But, if you're good, you get busy. And when that happens, things start to mechanize, in a way. There was a good 6-year stretch that I was doing over 2,000 cuts a year. I don't know. How much can be new in that scenario? You're grateful for the work, but things just repeat themselves. It's just a hump you have to get over, I think.

I basically just described everyone’s 20’s. Jesus.


ELISABETH - How do you stay golden? Excercise. Getting to a beach whenever I can. Loving my 2 dog friends. Trying to keep my mind moving forward instead of constantly looking back.  Reminding myself it's only a moment in time.  

TOMMY - Ha! I don’t! Shit sucks sometimes. Sometimes, it all fucking sucks at once. But, I’m just old enough(finally) to know that a good night’s sleep will clear most of it up. The future seems more real to me now too, so I’m a little more careful with the present than I used to be. Also, exercise.


Our latest collaboration is with artist Nika AKA ZOLA JESUS.  I've been a fan of her music and esthetic and to be able to create art with someone you admire is a dream.  I was surprised to connect with Nika and discover how approachable she is.  I admire her commitment to her craft and fans.  We worked with stylist Jenni Hensler ( Zola Jesus and Chelsea Wolfe's go to girl) to create a look that was authentic to her.  Rick Owens and Maison Margiela from Maxfields LA. The look was quiet and strong.  Nika's makeup was clean. Focusing on her eyes. Javier's signature dewy skin was the editorial touch to create a dreamy texture.  For her hair I prepped with MILK and hand dried it.  I waved her hair with a flat iron using several techniques to produce a worn dark wave.  I finished with a entire bottle of EVER to create a wet look texture for movement and a high gloss shine. Our photographer Nico Turner of Cat Power took us to the hills of hollywood up Beachwood Canyon. A fitting landscape for Nika.  The day was quick and followed with some wonderful conversation and cocktails at Cafe Stella in Silverlake. Enjoy.

As ever,

Garrett Markenson  

Photography Nico Turner

Hair Garrett Markenson

Wardrobe//Creative Direction Jenni Hensler

Make up Javier Mena

Assistant Joi Webb



Do you miss when your away from home? My husband, my cat, and my family. The quietness of the land and of course my bed. It’s hard to be on tour so much and miss out on the lives of everyone you love. Home is where I reset and become weightless.


First song you wrote? One of the first songs I wrote as Zola Jesus was called “Little Girl”. I’ve written many songs before that but they never had titles. It wasn’t until I learned how to record music that I started taking seriously the idea of writing down my music. 

Your spirt animal? Grey wolf… I have a lot of respect for wolves and their independence. They’re also incredibly loyal to their pack. 

Your favorite smell? Smoke! Burning wood. One of my favorite things about REVERIE is the smell.  Never change it! Not sure why other hair cares lines choose to make there scents after fake fruit.

Are your thoughts on hair? I've always struggled with my hair. From platinum blonde to black.  On styling I keep it natural. My go to is EVER + MILK on wet hair.  For more texture and volume I'll add MARE. I love long hair. It suits me. I love to whip it around and shake it, and I love that I can cover myself and hide from the world if I need to.


Is your favorite part about touring? Getting to see the world and connect with the people who listen to my music. It’s one of the most direct experiences of being a musician. The culture and language inspire me and connecting with my fans. Learning of the impact of my music in peoples lives.

Do you feel like when your creating music? Masochistic, unfortunately. It’s usually a very introspective and difficult process, filled with self-criticism. But I’ve been trying to become more open… the most important thing about creating is shutting your brain off enough so it doesn’t get in the way of making something honest and pure.


Did you know you want to pursue music for your career? My whole life, strangely. Ever since I was young I was obsessed with music, constantly singing. I was told it wasn’t a practical career and was often dissuaded from pursuing music outside of just a hobby. But I didn’t listen, ha. Being a musician is the only job I haven’t been fired from.

They first time you heard your music playing in public? I remember walking into a bar in Chicago and they were projecting my music video for Clay Bodies on a wall. Very surreal experience.

They last time you felt discouraged? Ugh, every day. I have to actively fight against my own self-destructive thoughts. It’s hard. I tell myself to step back - nothing matters.  I take what I do seriously but it's subjective.



Do you get your inspiration for your art direction? From all over. Mostly, it comes from how I digest the environment around me. Sometimes I’ll find some art, or a building, or a book, that feels like it was born inside my own mind. And other times I piece feelings and ideas together to create something that accurately makes sense of all the different parts of what inspires me.

Is your place to travel? I love Eastern Europe. It is a home away from home. I love the smell of the air, the birch trees, the food. When I’m traveling in places like Czech Republic, Slovenia, Poland, or Russia, I feel as if I’m in my own back yard. It’s a strange feeling.

Would you like to hear your music being played? Antartica

The last place you felt inspired? I was standing alongside a riverbed in a small village in Slovakia early in the morning, there was a man fishing near me. It was very peaceful, and I felt like I could be alive in any century. Timeless, and inspiring. 



Born 09/11/1990 ~ Virgo Sun / Libra Rising /  Gemini Moon ~ 

Years behind the chair I graduated cosmetology school in 2008, so technically 9 years. If we're talking "committed" I'd say 6.5. 

Daily essentials 10 minutes (at least) of alone time, a green smoothie, music, a yoga class if I can get to one. Also, cheese fries? 

Magazine crush HEROINE & DAZED are my current crushes. The layouts are amazing! 

How did you get into hair? It's a story of jealousy, really. My sisters all have naturally red hair, and I don't. I wanted it - so my mom let me color my hair at home, which birthed this insane creature of change. I don't think I've kept the same hair "style" for more than a year. It's always been hair for me -- I wanted to go to school to teach music or English, but here I am. 

How do you build your brand? Truthfully? Trial and error. I know who I am, but I'm always trying to calculate how to use that to best reach people. It's not easy being the odd person out, but it is easy knowing that I don't necessarily need to change who I am. I thrive on marketing myself to the people that are just a pinch out of the ordinary. 

How do you conduct a successful consultation? LISTENING. Giving honest feedback. Patience. The things that new clients frequently tell me in the consultation is that their former stylist "was too safe" or they "stopped listening." I'm always trying to change the way I approach the haircut. What works? What doesn't work? What do you like? What do you HATE? Sometimes, listening to what people DISLIKE and working backwards from there creates a better result. 

Do you say no to your clients? Absolutely. If they're not going to take care of the haircut, or they don't have the texture (density, etc.) for it, I'm real with them. I will however, work my damnedest to find something alternately that works.

Do you have a signature approach with your technique? I try very hard to (realistically) push boundaries with my clients. Something as clean and simple as a fade, to something even more complex - it doesn't matter, I want to help them take it to the limit...and then farther. 


Whats in your kit? BMAC scissors, Elchim dryer, Denman 7 row brush, Vess flat brush,  white Cesibon combs...MILK (duh). I usually don't stray very far from MARE, either. 

Do you enjoy the work or the end product? If I'm being honest, the work. I know it sounds so cliche --  but is there ever really an end product? 

What are your thoughts on our craft industry? More than could fit into a one page interview! As a CRAFT, I think that there needs to be a harder push in the direction of true "craftsmanship." It is our responsibility to hold one another accountable for raising the standard. As a matter of fact, that's so important to me AND my crew that we have "Be accountable" as one of our "X Laws Of Craft Hairdressing" at X. 

Who do you look to for inspiration on Instagram? @ZGAT @tracisak_hair @guidopalau @amberharlan @eugenesouleiman

Have you ever felt discouraged in your craft? Yes! Absolutely. It can become a vortex if you're feeling that you're lacking inspiration, motivation, and gaining only frustration. I have made it a goal in both my craft / "real" life to only surround myself with people who are moving forward  & staying true to themselves. Sometimes you have to take a step back and look at yourself to see what's lacking in YOU. How can YOU get un-stuck? Is it environmental? Is it personal? Do what you need to do.

How do you stay golden? Iron sharpens iron, right? My crew at X. I probably would have shipped myself off to a different city or country, or gone full blown hermit if it wasn't for them and opening X. They're brilliant and I do my best to push myself to be their fearless leader. Coffee helps, too. 


Photographer Cibelle Levi

Years behind the chair  12 

Daily essentials Olly Undeniable Beauty and Flawless Complexion Gummy Vitamins, Wander Beauty lipstick in Miss Behave, Good American Good Waist lace up jeans, Adore Organics Facial Serum, Kayo Body Serums and Moisturizer, What She Wears UK Chokers, Tony Bianco Boots, My mophie charger, Gucci bag, Kylie Cosmetics gel eyeliner in black

Magazine crush I love Elle and Marie Claire

How did you get into hair? I had always loved hair, beauty, fashion and art, but started cutting and coloring my own hair in high school with all my friends because no one could cut our hair the way we liked. We would get really creative and experiment with tons of different cuts and colors in my friends garage. I finished high school early and started working as a receptionist at a salon. I loved it so much, I decided to go to beauty school at night and assist in the salon during the day.

How do you build your brand? Be authentic to who you are, don’t be shy, and don’t be jealous!

How do you conduct a successful consultation? You have to take into consideration so many things. If you are just styling their hair: where are they going, what are they wearing, will they be inside or outside, what will the weather be like, what is most flattering on them, will they be on camera or taking photos, what do they feel most comfortable with?

If you are cutting, you have to ask them: when did they love their hair last, what do they love most about their hair now, what do they hate about their hair now, how often do they get it cut, what do they do to style their hair, do they need something low maintenance, do they wear their hair up often, will they be coloring it soon, what is most flattering on their face, etc.

Do you say no to your clients? I never say no, but if I don’t like their look, I may suggest something different or a way of tweaking something to make it most flattering on the person.

Do you have a signature approach with your technique? I honestly don’t think so! I love texture as much as I love sleek and structured looks. Most of all, I love making a woman feel the most confident and beautiful.

Whats in your kit Tresemme Keratin Smooth Serum and Hairspray, OUAI Medium Hairspray, REVERIE MARE and MILK, ghd hot tools, Ricky’s taupe hair clips and no crease clips, a TON of extensions, Bumble and bumble Dryspun Finishing Spray, Oribe Smooth Styling Serum

Do you enjoy the work or the end product? I love every aspect! I love working with such inspiring women and making them feel their best. I love the transformation and how different hairstyles can bring out different personas in each person or transform the way they feel. 

Who do you look to for inspiration on Instagram? @luxyfashion, @jennifer_yepez, @haileybaldwin, @madisonbeer, @selenagomez

Have you ever felt discouraged in your craft? I would love to meet someone who hasn’t! Working freelance, we all get the freelance blues. Our work is such an ebb and flow. Sometimes you are so busy you don’t have time for everyone and sometimes you are are free as a whistle. As artists, it’s easy for us to be hard on ourselves and dissect every detail of what we do or to compare ourselves to others. I always try to think with perspective and take a step back and appreciate the slow times as much as the busy times. I always think about what else I could be doing and put 110% into everything. I truly believe that every thing I do should be the best I can possibly do, that way I keep growing.



OnStage is a curated boutique showcase presented by Credible Culture, REVERIE’s Texas distributor.  Our focus this year was to share our modern and relevant techniques and approach, encouraging hairdressers to recreate these looks once back in the salon.  

Our founder Garrett Markenson, along with Reverie Color Director, Erik John, created a presentation inspired by "French Girl Grunge." 

The showcase kicked off with Destroy the Hairdresser, Caeleb Bosscher and Cyd Charisse, the modern day business coaches. The pair presented an interactive segment focusing on shifting the consciousness behind the chair. 

Garrett and Eric collaborated on stage showcasing color, cutting and styling techniques on 7 models all dressed in different shades of pink. The end result is displayed below in this look book, photographed by Carlos Detres.









Born CHERIN Van Nuys CA SAL January 20th 1989 Mexicali, Baja California, Mexico

Daily essentials CHERIN REVERIE MILK and EVER (TRUTH) SAL Palo santo, copal & sage.

Years behind the chair CHERIN 6 Years. SAL"Legally" at age 23 when I graduated from hair school. First cut hair at 13 & havent stopped since.

Crush CHERIN Tie between Bjork and Yayoi Kusama. SAL Spanish model Cecilia Gomez 

Where did you hair journey begin? CHERIN As a high school senior I went to a beauty school to get my hair done, that's when I knew I wanted to do hair! SAL At 13 when I first moved from Mexico to the states. I started cutting my own hair as a resource to save money, and because everyone I tried was horrible! I thought I could do a better job since I was always the artistic kid. Till age 19 I worked at my garage, from then worked at a barbershop till 22,went to hair school & graduated at 23. From then I've worked at Sally Hershbergers as an assistant, Ramirez Tran as a stylist now at Benjamin Arts District

How has social media impacted your craft? CHERIN I have built my entire business with social media. It is an amazing sharing tool to showcase my work. SAL I've always made use of the platforms through time like Myspace, Facebook & now Instagram. Ive always thought that if I want people to know my work I needed to get it out there. Nowadays it allows me to have an effect on someone thats in Australia as well as someone that is my next door neighbor by only posting a picture while I am at the comfort of my bed. 

What are your thoughts on our industry? CHERIN I love the beauty industry, it's an amazing feeling to transform people for a living. We are blessed to empower people by helping individuals put their best foot forward. SAL I think its changing very rapidly, personally I am very excited for it. I am one that believes that it is a fine mixture between art & psychology. I think that its been years of just looking at it as a solely superficial  world, whereas (speaking for myself) Im changing it into a place where I build up my clients by giving them confidence through haircuts & styles that are organic, and curated just for them by doing so making them embrace their own natural state. I think its time to connect with people at a deeper level and grow together as one. 

What kind of stories do yo think our industry should be covering? CHERIN The movement toward conscious living.  SAL Stories that talk about growth and love for others oppose to individualistic, egotist ically driven hairstylists that only care for fame & money

How do you stay informed with your craft? CHERIN Daily hands on work. I've taken courses and always ask questions to my peers.  SAL I have found that what works best for me is to ignore what everyone else is doing, and do as I wish from my natural creativity, I find inspiration from the places I travel, that be a city or a town in the middle of nowhere, a beach, the dessert, the jungle. thats what inspires me. 

What are you reading right now? CHERIN Patti Smith- Just Kids. SAL At the moment Im reading Isis Unveiled

What was the last education class you took? CHERIN I love Whittemore House! Whittemore House Salon hosts an amazing class filled with passion for this industry, I left inspired with new techniques on hair painting. I take classes regularly with the salon and enjoy education.  Every day I work I'm learning something new about color. 

Whats in your kit? CHERIN Whittemore house, Redken color, and REVERIE EVER Recovery hair Oil SAL Very minimal: scissors, comb, brush, curling iron, blowdryer, oil, REVERIE MARE Mediterranean Sea Mist, and Volume powder 

How do yo conduct a succesful consultation? CHERIN Fully understanding the clients needs and lifestyle. The hair should suit their ability to maintain the look. SAL Listening, I listen to my clients till they say everything they want. Then I ask them to tell me what they like and dont like about their hair. I finish up with pictures, visuals cant lie, I go over images and ask clients to tell me what is it in specific that they like about it, sometimes what they like is just the person that has the hair and not the actual hair.

Do you say no to your clients? CHERIN All the time. Anytime it's not going to suit their lifestyle or match their skin tone, it's more of a suggestion than a hard no, I'm open to discussing and trying to find the right look for them.  SAL Yes, but i am a big believer that everything is possible, I like to be able to give my clients what nobody has been able to give them. I say no only when I think timing is not right, in other words I tell my clients no when I think that its not the right time for what they want just yet.

Book with Cherin Choi 424-249-3296

Book with Sal Salcedo 424-249-3296