Hairdressing veterans Anthony and Gloria Edge have decades of experience in the industry, including working with brands Toni & Guy and Evo Hair. As such, they understand the complexities of haircare and saw an opportunity to simplify everyone’s hair “situation” while making packaging refillable and more sustainable than most other products.
The Edges used their expertise and experience to create formulas for shampoos, conditioners, treatments, styling sprays, and lotions. They then turned to the UK-based studio Lyon and Lyon to design the branding and packaging for their new hair brand.
Lyon & Lyon started with the brand name “Sitch,” which is short for “Situation” (and not the MTV GTL Situation, either). The name Sitch strongly references the brand’s mission of providing hassle-free care for all hair crises and circumstances.
