ADVENTURES OF A COOL CREATIVE

We spoke to Richard Ashforth about his journey from university to aspiring musician, and Sassoon and SACO, and beyond

What has been your career journey?

I began in Sheffield – my hometown – working with Robert Taylor at Taylor Taylor. I realised I wanted to learn more on cutting hair, so I left, moved to London, and joined Sassoon where I stayed for around 18 years before starting SACO. I’ve since gone from a salon and school in London and Montreal to grow in different locations. My focus has stayed heavily on education – I enjoyed being a salon hairdresser, but it became slightly overwhelming and I found I wanted to explore different options.

Did you always want to go into hairdressing?

No, absolutely not. I was going to study fashion at university, but I took a gap year to explore being a musician. I started hairdressing because my dad told me to get a job. I thought hairdressing was the coolest – you get to listen to music all day, everybody looks amazing, it’s creative, so that’s where it started.

What are some of the main challenges you’ve faced?

The financial side has always been challenging. Whether that was me as a stylist in the salon, or raising money to start a business. Then you’re hit with different challenges – like Covid-19 and Brexit. Also, it can be hard to find people that align with your perspective and how you should develop.

Where do you find your creativity?

Everywhere! I’m a big music fan – luckily I grew up in the 80s where the whole idea of subculture and musical genre exploded and defined itself into different groups that all had a strong identity. I’m also a big fan of photography, architecture, and art – I find it really powerful and stimulating. But the main thing is not to go looking for inspiration. My process is to keep my head up with my eyes open and see what things resonate and excite me.

What advice would you give to someone who aspires to have a career like yours?

Don’t be in a rush. There’s a big focus on trying to be notorious in some way and I think people feel they need to rush towards that instead of allowing things to come to them in their own time. I’m a big believer of getting your head down and working – just trust the process.

What’s next for Richard?

I have lots of trips planned, travelling, doing shows, seminars, and shoots. I’m really excited for everything coming up!

1987
Started at Sassoon

1996
First time met and worked with Vidal Sassoon on a product launch in Hong Kong

2006
Opened SACO in Covent Garden

2010
Worked with fashion hero, Peter Lindbergh