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During the 1990's books and newspapers began noting that the iconic barbershop was on the way to extinction due to a shifting economy, cultural preferences and other factors. However, by the second decade of the 21st century, this bastion of American maleness, had merely changed. Women began purchasing shops from retiring barbers, "those stuffed animal heads had to go," while the number of barber schools and shops increased. A revival of retro-style barbershops, even offering straight-razor shaves, became common in bigger cities "as men bypass the hair salon for a more masculine experience."

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