Now here’s an idea that will grow on you. The Art of Shaving wanted young men to part with their bushy beards, so we thought, why not make it worth their while? By turning their beard trimmings into fertiliser for hop plants, we found a way to transform facial hair into something far more refreshing—beer. Each shave contributed to nourishing hops that went on to create personalised brews. It was a win-win: cleaner faces and delicious beer that’s truly homegrown. Makes sense, right? Well, it did at the time!