New style trends normally come from fashion designers and Fashion Week runways. It's then on hairdressers to translate shifts in fashion into hair cuts and colors that represent whatever the new movement may be. This creates a culture where hairdressers follow in the footsteps of fashion.

But only hairdressers can change this. If we find ways to share our own hair trend forecasts with the wider fashion world, we will create a two-way street where style-setters would also look to hairdressers for inspiration. It was this conviction to have a more positive impact on the direction of hairdressing that gave life to ARROJO underground, circa 2003.

From it's first production, underground has returned each year with a trend-conscious, hair-focused runway presentation. We've partnered with iconic fashion designers Cloak, Naum, and Derek Lam; we've produced packed-out shows in art spaces, theaters and synagogues; and, in an effort to inspire others and ourselves to new levels of technique, bravery, and imagination, we've stayed true to our word of pushing the creative envelope.

Underground '10 is no different. At the soiree, we'll showcase the latest concepts, trends and techniques emerging from our world-class design team. Arrive early to see the backstage action, and for the chance to talk to the team about their insights and ideas. Then sit back as the live presentation puts new direction in sharp focus.

ARROJO underground is your ticket to the future of fashion, trend, and style.

To get on board, RSVP: ellen@arrojostudio.com