People of Asuwere - Hohepa Rutene
No doubt a familiar face to many of our Auckland members - Hohepa Rutene ‘Hops’ has been at the helm of a Boar and Blade barbershop since 2017, taking ownership at the young age of 21. In 2019 Hops launched premium haircare brand Micky Day, which has already been a hit amongst Asuwere members since we introduced it in-store and as a monthly option within our subscription. With the launch of our sports capsule, we knew Hops was a bit of a golfer and gave him the call-up to hear more about his journey and give the range a test run.
What influenced you to become Barber?
Cutting mates hair from school in the hostel bathroom, I don’t know how but I became the hostel barber and have enjoyed it since.
How did the acquisition of Boar and Blade come about?
I was living with the previous owner Bundy when I first moved up to Auckland at 21, he told me he was selling the business and with the help of my old man, I was able to get a business loan and purchase the business. Scariest but most rewarding decision I’ve ever made.
What trends have you noticed when it comes to male grooming over the past 5 years?
Skin fades have always been a popular service for us over the past 5 years, after covid we noticed more and more guys embracing their longer locks. Most recent trend we’ve seen as you might know, is the mullet which is still going strong.
B&B has been around for an impressive stint - what keeps customers coming back?
We have the best bunch of guys working at Boar & Blade. The homely feeling when you arrive in store, not to mention the great banter they have as well.
Tell us about Micky Day - what made you start this?
I’ve always had a passion for hair care, and thought there was a gap in the market here in New Zealand for a high end, NZ made product.
I love every aspect of Micky Day, from creating and sampling new products, right down to the packaging design and seeing it all come to fruition. It’s always a bonus when you hear someone enjoys it as well.
What products do you have in the pipeline?
I’ve got a hair dust, shampoo and conditioner in the pipeline and I’m hoping to get these released sometime soon.
What is the biggest learning you have faced as a business owner?
Managing my time between personal and business life can be hard at times, but I’ve been seeing Toss at Wolf & Fox for awhile now and we set out a clear plan every quarter that keeps me accountable and on the right track.
How did you find the sports capsule on the course?
Amazing, super comfortable, versatile and breezy. Too bad my golf game's not on par with it!
Shop Hop's Looks
What our members say
Whether it's in-store or online, the customer service from the team has always been 5 stars! I love the range of threads. It would be handy if you could use credit in the online store.
Very impressed with the options every month and one less thing to think about. Have collected a number of different clothing items now and have always been stoked with the style and quality.
Asuwere is a game changer, all clothes are quality premium quality and the service provided by the team is second to none.
Can’t rate Asuwere high enough. Easy subscription system that lets you cancel or pause your subscription or even bank credit. Also very flexible in swapping sizes and happy to help with any queries
Since joining Asuwere the service has been top notch and the clothes first rate. The process is really easy to do and make changes when necessary. Highly recommend.
Amaxing support anytime something doesn't fit properly and I need to change either the item or size!
Been a member for a couple of years and love the offering. Great quality and range which gets better every season. Highly recommend
The items get delivered to you every month, and go well with anything. Makes it so easy to keep your wardrobe updated with something new to look forward to every month!
I was a little apprehensive at first however the monthly supply of staples has been awesome, never had any fitting issues and the team are super helpful and friendly anytime I've had a question or needed to change something out. Highly recommend it.
I love it, I find it easy to navigate the website and as I’ve progressed into business I’ve looked into my wardrobe to create a more professional style and asuwere has changed my fashion for the better at a cost affordable option
Asuwere has taken the hassle out what to wear and what to buy. They have made it super simple to ensure you have a wardrobe which builds over time, and remains contemporary. It's been a real game changer!
Love getting my delivery each month!
The team do a really great job. It’s a super easy subscription service which means you’re always getting your kit without having to put much effort into thinking about it. Tbh when I first subscribed I wondered whether or not I’ll be happy with a fit and the variety. Have to say it’s been outstanding, I probably thought that the T-shirts and shirts would be pretty straightforward but wondered a lot more about the pants given I’m a bigger guy but it’s been excellent. Never any dramas if you want to move for change something. Really highly recommend them.
Every interaction, question, and transaction is easy. The people are friendly and responsive and the range means there is always something I enjoy. Thanks again. Richard
Fab garments to choose from with the ease of arriving at the office each month with the the click of a button. Brilliant. And the team are awesome too, they know how to look after you!