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Note: this article first appeared in The Layer in February 2105. For GIBS Grooming chief executive officer Brian ‘Gib’ Long, it’s been a long, strange trip to the grooming industry. Entrepreneurial in nature, he has instinctively capitalized on voracious consumer demand throughout his career. And there are no more voracious consumers than hungry Deadheads outside of Grateful Dead concerts, where a teenage Long made enough hawking veggie burritos and tie-dye T-shirts to support himself on the road following the band for some six years.

Retired from the tour and settled in Colorado, where he could snowboard at will, New York native Long figured he’d bring a taste of his hometown to Rocky Mountain country. He opened ...