A NORTH-EAST barber is celebrating after being shortlisted in a competition to crown Britain’s best wet-shaving barber.

James Willcock, of The Sportsman Barbershop in Fishburn, County Durham, beat off fierce competition for a place in the regional heats of Britain’s Best Shave and will now go head-to-head with 14 other barbers for the coveted North-East title.

The contest, which takes place in Manchester next March, will see the 39-year-old judged on preparation, razor technique, after shave routine, health and safety and overall efficiency.

If successful, the Mr Willcock will go on to compete against seven other barbers in a national “speed shaving” tournament held inside a boxing ring in Wales.

Mr Willcock, who opened The Sportsman Barbershop earlier this month, said: “This is fantastic news, I moved to the North-East eight years ago and being able to represent the region in this competition is an honour and I will be putting in 100 per cent effort to win the competition.

“For the duration of the competition we will be donating £1 from every shave to our chosen charity Veterans in Action.”

According to research by the competition organisers, the British Barbers’ Association and premium male grooming brand The Bluebeards Revenge, wet shaving is currently enjoying a remarkable renaissance.

Figures show the number of barbers performing traditional cut-throat shaves in Britain has risen by 50 per cent in the last 12 months.