Proraso renews partnership with L'Eroica and brings traditional barbering to Chianti

In Gaiole in Chianti, Italy, Italian brand Proraso has renewed its partnership with the L'Eroica cycling event for the 2026 edition. This collaboration is relevant to barbering professionals because it positions facial care as an essential part of the historical cyclist's aesthetic, integrating the ritual of shaving into sports culture.

The brand will act as a local sponsor for the twenty-ninth edition of the event, which will take place from October 2 to 4. Founded in 1997, L'Eroica has transformed vintage cycling into an international cultural phenomenon, attracting thousands of participants with steel bicycles and period-appropriate clothing through the dirt roads of Tuscany.

At the heart of Villaggio Eroico, in Piazza Ricasoli, Barberia Proraso will operate once again. The space will allow cyclists to have their beards and mustaches groomed by experienced barbers, reviving traditional gestures and rituals. Operating hours will be from 10:00 AM to 1:00 PM and 2:30 PM to 7:00 PM on Friday (the 2nd) and Saturday (the 3rd), while on Sunday (the 4th), service will be available from 10:00 AM to 3:00 PM.

In addition to the barbering services, the event will maintain the traditional Concorso Barba e Baffi (Beard and Mustache Competition), scheduled for Friday, the 2nd, at 6:45 PM. The evaluation will not focus solely on the size of facial hair, but rather on style, elegance, and harmony with vintage cycling attire. The jury will consider the participant's overall image, treating the competition as a contest of elegance.

Proraso has interpreted Italian barbering culture since 1948, while L'Eroica has preserved the heritage of historical cycling since 1997. The union of these two projects highlights that the past is not just nostalgia, but a way to value the present through craftsmanship and attention to detail.

For professionals in the industry, the brand's presence at the event reinforces the idea that aesthetic preparation is as important as bicycle mechanics. The partnership demonstrates how the everyday gesture of barbering can transform into an authentic ritual, aligned with the philosophy of full living proposed by vintage cycling.