ICONS: Times Square
There’s a pulse to this place. A current running through the air, electric and undeniable. The lights never dim. The people never stop. The energy is constant—a city always on, always alive. This is Times Square.
The billboards blaze overhead like digital constellations, casting neon reflections onto every face, every window, every sidewalk. He steps into the glow—unbothered, unhurried, entirely at home in the chaos. The noise, the color, the current of people moving in every direction—it all fades behind his calm, confident stride.
He’s been here before. He’ll be here again. But tonight, this moment belongs to him.
The city swirls around him—crowds snapping selfies, tourists staring skyward, food carts steaming on every corner. He breathes it in. Smell the food carts? That’s New York. A thousand conversations at once. Taxi horns. The faint echo of a street performer’s saxophone. The flicker of the marquee lights promising magic just down the block. That’s Broadway. Not avenue; the plays.
But he isn’t here to chase the noise. He’s here to own it.
His look is deliberate. A long black leather coat, collar turned up against the cold. Dark scarf. Gloves. Hair with a gritty, lived-in texture—effortless yet defined. ARROJO’s Fiber delivers shape and pliability without stiffness; Clay adds separation, matte finish, and just the right amount of grit. A look that holds under the city’s neon glow but never looks overworked.
The lights dance across his profile—reds, blues, electric greens—casting shadows that sharpen and shift as he walks. So many people, so many stories, but none quite like him. He doesn’t blend in. He’s not trying to.
He stops for a moment under the glow of the Nasdaq screen, framed by a million moving pixels and a hundred flashing ads. He looks up, the hum of the crowd at his back. There’s something cinematic about it, like a scene you’ve seen before but can’t place.
He is the still point in a city that never stops moving.
He adjusts his collar, slips his sunglasses back on—the neon catching in the reflection—and continues walking. Because in this city, if you don’t define yourself, the noise will define you.
GET THE LOOK: Effortless Texture, Iconic Hold
Step 1: Shape & Define with ARROJO Fiber
Start with dry or towel-dried hair. Warm a small amount of ARROJO Fiber between your hands and work it through your hair from roots to ends. This pliable fiber adds shape, flexible hold, and touchable texture without stiffness.
Step 2: Add Grit & Separation with ARROJO Clay
Next, take a fingertip amount of ARROJO Clay, emulsify it in your palms, and apply sparingly to the mid-lengths and ends. This matte-finish clay creates definition, grit, and separation—giving your style that effortless, street-smart edge.
Step 3: Make It Your Own
Use your fingers to detail, mold, and mess up the texture as you like. The beauty of this look is in its imperfection—natural movement, subtle structure, and a bit of New York grit.
