Aldwyn & Sons, the UK’s first pedicure salon for men, has opened in London’s Fitzrovia.
The ‘speakeasy’ style space will offer manicure and pedicure treatments designed for the modern man, inspired by the role of the traditional “footman”. Footman is a 14th century word that was originally used to describe the servant who ran alongside his master’s carriage to prevent it from overturning. It later became a term for the highest-ranking servant. Aldwyn & Sons have reclaimed this historical term and given it new meaning in the foot care of today’s gentlemen.
Aldwyn & Sons Founder, Aldwyn Boscawen said: “Men’s grooming, particularly the feet, is often overlooked and can have a significant impact on a man’s overall wellbeing. It was in searching for somewhere to have a pedicure myself that a gap in the market was spotted – a nail salon really wasn’t for me and there was little else on the market to address my unsightly, coarse and at times uncomfortable feet. In contemporary times, footcare has never been accessible or gentlemen in a bespoke environment and tailored to their comfort… until now! Aldwyn & Sons is born and I’m so proud to be welcoming our first customers.”
Treatments at Aldwyn & Sons start at £30 for a manicure and £40 for a pedicure. The signature 45-minute “modern footman” pedicure includes nail and cuticle treatment, foot filing, exfoliation, moisturising, and a foot massage.
Aldwyn & Sons is located at the back of Sharps Barber & Shop on 9 Windmill Street in Fitzrovia. Appointments can be booked at adlwynsons.co.uk