AB CREW is a brand within the Deciem collection – and therefore the product of that group’s notoriously disruptive, highly original thinking. Whereas many men’s health, fitness and grooming products rely on imagery and phrasing that invites you to become a ‘Titan’ or ‘monster’, each one of these formulas has been specifically developed to provide an understated, classy and highly effective alternative.
The bright yellow packaging is immediately distinctive, projecting strength and depth while remaining on-trend and aesthetic. And these words could just as easily be applied to the products themselves, which range from conditioners to shaving aids, via carving gels and shredding oils.
In this collection, you’ll discover both fantastically potent ingredients and benefits unique to the brand. Deciem’s overarching goal – to produce ten specialised brands, each exceptional – might appear overambitious, but just try an AB CREW creation and you’ll be struck by how the brand delivers on its promise.