The UK’s first and only gentleman’s pedicure room threw open their doors for the very first time last December in London’s prestigious Fitzrovia.

Aldwyn & Sons finds home in a speakeasy-style room at the back of the acclaimed Sharps Barber & Shop on 9 Windmill Street, London. The unique space will offer a menu of manicure and pedicure treatments, totally tailored for the modern man.

Taking inspiration from the role of the footman of yesteryear, Aldwyn & Sons will seek to modernise this role for today’s society. The origins of the word footman date back to the 14th Century, a role that was formerly to run alongside the carriage of his master to protect it from overturning and prepare the destination for the master’s arrival. Latterly, footman became a term for the highest-ranking servant, one rank below the butler and often as his deputy. With these traditions appearing so scarcely in modern society, today The Modern Footman has a new meaning, it is the pivotal step forward for the foot care of today’s gentleman, as provided by Aldwyn & Sons.

Aldwyn & Sons founder, Aldwyn Boscawen said: “Men’s grooming, particularly the feet, are often overlooked and can have a significant impact on a man’s overall wellbeing. It was in searching for somewhere to have a pedicure myself that a gap in the market was spotted—a nail salon really wasn’t for me and there was little else on the market to address my unsightly, coarse, and at times uncomfortable feet. In contemporary times, foot care has never been accessible for gentlemen in a bespoke environment and tailored to their comfort… until now! Aldwyn & Sons is born and I’m so proud to be welcoming our first customers.”

The very first of its kind, Aldwyn & Sons is an environment for the quintessentially British gentleman and seeks to change men’s attitudes towards foot care and the way it is provided. Aldwyn & Sons encourage men to come and put their feet up, in a relaxing setting, with the core belief that all men should look after their feet, as the results affect overall health from head to toe.

Aldwyn & Sons’ bespoke menu of treatments—with manicures priced from £30 and pedicures from £40—including the signature, 45-minute Modern Footman, encompassing a pedicure of nail and cuticle work, foot filing, exfoliation and moisturising, followed by a foot massage.

Full treatment menus can be found at www.aldwynsons.co.uk.

Follow at @aldwynsons on Instagram and Facebook, and @modernfootman on Twitter.