Insider Labs: The Big Brotherhood Bash, Dallas
One afternoon in Deep Ellum. A live beard competition, the IDUN Awards, Texas BBQ and a room full of brothers and their families. Here's what went down at the Big Brotherhood Bash.
On September 12 we took over Brake & Clutch Warehouse in Deep Ellum, Dallas.
One afternoon. One room. Brothers from across the country and beyond, their wives, their kids, and enough Texas BBQ to feed a longship crew.
This was the Big Brotherhood Bash. Here's what went down.
Built for families, on purpose
No bar. No drinking. A kids corner with colouring books and a Viking bracelet station. We wanted a room where a man could bring his whole family and never think twice.
It worked. The loudest people in the building were the kids.
Master Barber Alex on stage
Before anyone competed, Master Barber Alex ran a live tutorial on stage. Shaping, lining, and the small habits that separate a beard you have from a beard you own.
The beard competition
Six categories. Every contestant announced by name and country. Three judges on stage: Thor, Miguel and Jared, with Jared as head judge confirming every result.
- Best Full Beard: Casey Jevnager
- Best Braided / Freestyle Beard: Royce Mitchell
- Best Short Beard: John Donoho
To every man who walked that stage: respect. It takes guts to stand under the lights and let three strangers judge the thing you've spent years building.
The awards
After dinner, three presenters went back to back. Crainic handed out the IDUN Awards 2026 to the community members who carried the brotherhood all year. Farzana and I presented the staff awards to the team behind every order. Wasim closed it out with the ambassador awards.
Then came Brotherhood Stories. I won't repeat them here. They belonged to the room.
The raffle
The grand prize was a Black Wraith Bundle + $1000 Cash, weeks before anyone outside that room had seen it.
What's next
Dallas proved the format. Now we're scouting a UK edition for 2027. Castles are on the shortlist.
To the team who made it happen, and to everyone who showed up: thank you. This is what the brotherhood looks like when it leaves the screen.
Question of the Week:
Were you there? Drop your best photo or your favourite moment in the comments. Weren't there? Tell us which city the Bash should hit next.
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