THE SPARK
Patrick (electrician) and Aimee (lawyer) meet in London. Standard meet-cute stuff. Except a year later, they do something spectacularly stupid: quit their jobs, borrow $250K, and open a concept barbershop in Bondi Beach.
Within months, it becomes Sydney's most notorious salon. Part barbershop, part clubhouse, part therapy session. 500+ clients a week. Drug dealers sitting next to brain surgeons. Ducati, Diageo, Lamborghini, British American Tobacco all want in.
It's chaos. It's brilliant. It's unsustainable.
But it teaches them one thing: men will pay for products that actually work.
THE IDEA
Patrick and Aimee keep searching for a high-performance, multi-functional product to sell in the shop. Something that covers performance AND design. Spoiler: it doesn't exist.
So they decide to make it themselves. Allegedly all Aimee’s idea..
They reinvest every dollar. Raise capital (and hell). Turn the barbershop into a live test lab. Clients become test pilots. Nobody complains because the products actually work.
The hardest part? Convincing big labs to work with a start up from Bondi Beach.
Target acquired: A lab in Miami.
Patrick starts calling. And emailing. Five times a week. Every week. For months. Radio silence.
Fuck it. He books 2 seats on a flight to Miami.
No meeting. No appointment. They show up and knocks on the door.
As luck would have it: The CEO walks downstairs, recognises Patrick's Aussie accent, and gives them 10 minutes.
That 10 minutes becomes 10 hours.
The lab invests in the brand. The CEO happens to love Porsches. The rest of the trip Patrick is ripping around Miami in a GT3 RS with the CEO and Aimee nursing one of the great hangovers being out with the owner of the lab.
They fly Patrick and Aimee to Chicago to meet their packaging company. Aimee negotiates the contracts, Patrick designs what will become award-winning packaging that still makes competitors jealous today.
Lesson learned: Persistence beats polish. Always.
THE LAUNCH
After three years of R&D and relentless testing, PATRICKS launches globally.
Mr Porter. Harrods. Kith. Selfridges.
For a brand born in a barbershop, that's the equivalent of going from garage band to headlining Glastonbury in one year.
Then disaster: $100K AUD of inventory stolen. Nearly sinks the company.
Most brands would fold. Aimee runs the company and looks after the kids. Patrick gets on a plane.
Actually, many planes. Economy. Qantas staff travel courtesy of his pilot brother. Shit hotels. Late nights. More hangovers. He flies around the world a million times (figuratively, but also kind of literally) and somehow gets PATRICKS into the best department stores on the planet.
The products start winning everything: GQ, Esquire, Robb Report, Men's Health, Forbes.
Not "Best New Brand" participation trophy bullshit. Actual category winners. Best Thickening Shampoo. Best Styling Product. Best Men's Grooming Product. Year after year.
Turns out: When you make products that are actually better, people notice.
THE EXPANSION
Patrick meets a neurosurgeon in a Chicago sauna. (Yes, really.)
They start talking about skincare. About peptides. About what's possible when you stop reverse-engineering competitors and start building from scratch.
A new obsession is born: Anti-aging skincare for men.
But there's a problem. The only lab Patrick wants to work with is in New York. They're known for pushing limits, not playing it safe. They also have zero interest in working with start-ups.
Here we go again: The hustle. The borderline harassment. Weekly calls. Persistent emails. Showing up uninvited.
Patrick drags the neurosurgeon into a meeting with the lab owners to pitch the concept.
The lab loves it so much they invest in the brand.
PATRICKS redefines men's anti-aging. The awards keep coming.
Meanwhile, they create a natural deodorant with a lab in Austin, Texas. It outperforms every synthetic on the market. (GQ agrees. So does Forbes. So do 60,000+ customers.)
The pattern is clear: PATRICKS doesn't chase trends. PATRICKS sets them.
THE ASCENT
SH1 is PATRICKS' hero product. Best-seller for years. But Patrick knows they can do better.
So he flies to Miami for a secret meeting with the lab's chemist.
The goal: create the best anti-hair loss shampoo and conditioner on the planet.
The accountants hate it. The R&D cost is insane. The timeline is aggressive. The ingredients are obscenely expensive.
It launches anyway.
SH PLUS and CD PLUS sell out in seven days.
It becomes our highest-awarded, best-selling product range. Ever.
Shiseido invests.
PATRICKS becomes a quiet powerhouse. A Bondi startup turned global luxury brand, hundreds of international awards, and category defining new products in development across haircare, skincare, longevity, and performance wellness.
We're not loud. We're just better.
THE FUTURE
Patrick and Aimee are still dreaming. Still testing. Still building.
The Test Pilot Program remains at the core, real customers testing real products before they launch. No focus groups. No bullshit. Just relentless iteration until it's right.
The mission stays the same: redefine performance products for men.
Rumour has it we're working with an F1 team now.
We can neither confirm nor deny.
But if they were, it would make perfect sense. F1 is about marginal gains, obsessive engineering, and refusing to accept "good enough."
Sound familiar?
WE CAN DO BETTER
It's not a tagline. It's the company moto.
It's why we spend two years perfecting a formula when everyone else ships in six months.
It's why our packaging has won design awards.
It's why we're in Harrods, Bergdorf Goodman, and Saks.
It's why we have 100+ industry awards and counting.
It's why customers don't just buy one product, they buy the whole system. Because when one thing works, they want to see what else we've built.
We're not trying to be the biggest grooming brand in the world.
We're trying to be the best.
There's a difference.
And if you've read this far, you already know it.
Welcome to PATRICKS.
We can do better. And we will. Disrupt and dominate.