The Educators

Our Academy Director, Sid Sottung, is a world recognised professional with 25 years experience in the industry.

After a decade of cutting his teeth in some of the most exclusive salons across the globe, Sid turned his full attention to inspiring and teaching the next generation of barbers & hairdressers. Whether it’s on stage teaching for industry leading companies or providing bespoke in house training in prestigious international salons, Sid strives to push the boundaries of hairdressing and barbering education.

With a career as varied as it is successful; Sid’s dedication to the provision of the highest quality hairdressing and barbering education lead to the opening of the Sid Sottung Academy.

Sid Sottung

sid-sottung-profileSid fell in love with barbering at the age of 14 while working as a shop assistant in a traditional Italian barbershop in New York. Eager to make his mark on the industry, Sid began a 14-year career with Vidal Sassoon by training in their Downtown New York salon.

After successful stints in their New York & Washington D.C salons, Sid took a break from his Sassoon career to teach for hair brand Fudge in Philadelphia. Sid then returned to the New York salon as a member of the creative team & rose to Assistant Creative Director. As a member of the creative team he collaborated on editorial work and maintained a celebrity client base. Sid also worked backstage at revered international fashion shows including crafting hair for Joseph Abboud’s Men’s Collection at New York Fashion Week.

On the back of a decorated career in Sassoon salons, Sid graduated to their academies as an educator teaching both hairdressing & barbering. Sid’s first stop was the Santa Monica Academy where as part of the educational team he crafted hair for television as well as teaching at international hair shows as far afield as China. Sid then made the trip across the Atlantic to teach in Mayfair, London; first at the Vidal Sassoon Advanced Academy followed by the Davie Mew’s Academy.

After parting ways with Sassoon, Sid pursued an exciting freelance career guesting & teaching in exclusive salons & barbershops. He was also proudly a member of the hair team working on the 2005 blockbuster Pride & Prejudice. Having trained educators & written curriculums for other academies, Sid felt now was the correct time to open his very own academy.


Matthew Fleetwood

"Matthew Fleetwood’s career has come full circle as he returns to the academy at which he honed his craft.

Matt explored different avenues for his creativity from a young age. During his mid-teens, he admits he took a “tunnel vision” approach to writing and playing music. He broadened his creative horizons, however, once realising the parallels between cutting hair and his favoured subjects. Matt had found a new medium through which to express his creativity.

“I eventually heard of a guy in Nottingham who was originally from New York, travelled the world as an educator for Sassoon's and had his very own training Academy in Nottingham. It sounded too good to be true. I had to find out who this guy was, so I did just that and here I am now,” explains Matt.

As a product of the academy himself, Matt epitomises the Sid Sottung Academy ethos of respecting the heritage of the craft but blurring traditional barbering with contemporary male hairdressing. His reimagining of a classic flat-top saw him through to the finals of the 2017 American Crew All Star Challenge.

Matt now hopes to give others a similarly inspirational experience to the one he had at the Sid Sottung Academy."

“Sid’s way of teaching was easy to understand and he’s an overall great guy with a lot of knowledge about every aspect of the barbering world. Definitely would recommend.”

– Andreas Ioannou


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