It was the beginning of October 2017 when I got the message from Steve. I had to read the message a couple of times initially, thinking I had to have misread something. But no, here he was asking me to collaborate on a new product for Halloween. I think, before even answering Steve, I leaped out of my chair becoming encompassed in pure, pomade excitement.
Approximately eight months earlier I had gone to visit Steve, and wife Nichole in Michigan where they were just beginning to work on their first retail space. There I had the amazing opportunity to get to know the Lockhart’s and film a segment covering one of their most popular products, Goon Grease, for a new segment I had thought up exploring the behind the scenes work involving the actual making of hair products. I remember discussing with them their history of not doing manycollaborations, and really dreaming of the day when I could be apart of an operation such as the one I was filming.
Now the day has arrived, and apart from my screaming, I was also instantly inspired. I remember one of my first thoughts that I actually wrote down for this collaboration, which was all but 3 mins old, was “ make something they will never expect”. I think from the very beginning I knew this couldn’t just be something that was done easily. This had to be something the community wouldn’t expect, and perhaps even something Steve wouldn’t expect. Initially Halloween was going to be our inspiration for theme, which is the Lockhart’s favorite holiday. I have never met someone more in to Halloween than Steve Lockhart. We explored themes of witches, magic, demons, all kinds of morbid ideas but in the end it was two things that brought us to what we now know as Nevermore. Poe, and Steininger.
Jacob Steininger of Star 7 creative is one of those people who can take nameless, faceless ideas and will them into existence. He took our list of Ideas and weeded through them and finally gave us a persona that we would then strive to fill. Having a beautiful jar is one thing, but filling it with something special is another entirely.
One of the things I loved about working with Steve, was how well we connected when it came to goals of the project. Steve and I share this drive to push the envelope and engulf ourselves in our work, only to emerge when something is worthy of the name we plan to display upon it. This was no different in Nevermore.
Going off my original idea, I knew I had to try my best to push Steve out of his comfort zone. I didn’t quite know how that would work out but again, Steve and I were pretty much living on the same planet at this point. When I brought the idea up to him about a matte paste, he was totally open to it. In true Lockhartland fashion things completely took off from there. In what seemed like just a few days Steve had a formula written and was beginning testing and from there with a few minor tweaks things we, for the most part, had our product. I don’t think things could have gone any smoother.
After that it was time to rally the troops and bring the raven to life. We had our product, and the design work completed. Our scent was also created custom for this project by, the mad scentologist, Tony Nguyen. He created for us a fresh, masculine scent that just fits this product like a glove. As a final touch for the release, my wife and I decided to make some wax seals bearing a raven to go over top the jars. This really just contributed even further to the notion of doing something folks hadn’t seen before.
Overall this was an incredible experience and im grateful to Steve and the other guys for making it happen. When I started Modern Man TV, one of my personal goals was to get to the point where that name appeared on a jar, and I feel extremely blessed and humbled that I have been able to do that here, and work with one of the best home brewers in the process.
Only In Lockhartland.