SoHo hair salon
celebrates 35 years
in business amidst
COVID-19 pandemic
BY DEAN MOSES
An iconic SoHo hair salon is celebrating
35 years in business amidst
record-high store closures.
In our pandemic world, we have become
accustomed to the sight of empty storefronts
and shuttered windows due to the
fi nancial impact of the COVID-19 virus.
Many New Yorkers have seen their favorite
restaurant, hairdresser, and/or retailer
close over the past year, so it is refreshing
to see a business not only thrive but also
celebrate a positive milestone.
Anonymous Hair Salon has been an IT
spot for hair care and social spectacles for
Vincent Alfano shows off an old photo album.
over three decades. Since its founding in
1986 by Patricia Winters-Liotta, the storefront
located at 100 Sullivan Street in Soho
has hosted affordable cuts and stylings, in
addition to countless parties over the years.
It would not be uncommon for balloons
to line the windows and stylists to adorn
extravagant garb. Oftentimes community
members would just stop by to keep fond
company.
“I recently found a photo album and it’s
all these photos from the late 90s, early
2000s. They would take photos of the parties
here, it’s a little insane to think about.
You see how the block and how much it
has changed,” said the current owner of
Anonymous Hair Salon Vincent Alfano.
While Alfano is a new business owner,
he is not unfamiliar with the business itself.
As the son of the salon’s original founder
Patricia Winters-Liotta, Alfano spent much
of his early life amidst the fabled social
gatherings and helping his mother sweep
the fl oors after workdays. Now he juggles
his profession–adding sound to Netfl ix and
Amazon movies and shows–with owning
a business. Alfano never foresaw being
responsible for his old stomping grounds
but life had other plans. After Winters-
Liotta was unfortunately diagnosed with
cancer, the mother and son pair decided
that Alfano would take the reins of the beloved
salon going forward. In 2019 Alfano
offi cially became the owner of Anonymous
Hair Salon after his mother’s passing.
“She was like a Sicilian, hippy New York
businesswoman. She trash-talked me a little
bit, like ‘You can’t run a salon.’ But after
her passing, we kept everyone together and
even hired some new people, most of the
people who started it with her are still here.
When I was a kid I would sweep around,
handle the money a little bit when I was
eleven and twelve years old, and answer the
phones and take the appointments,” Alfano
said recalling his childhood.
Vincent Alfano stands in front of Anonymous Hair Salon.
Alfano describes the salon as the Cheers
of Soho, that the stylists know consumers’
names and go above and beyond to operate
a welcoming atmosphere. However,
2020—Alfano’s fi rst full year as owner—
brought a virus that would threaten more
than just the salon’s atmosphere. Although
he grew up engulfed in the process, nothing
could have prepared Alfano for the COVID
19 virus, but he feels like Anonymous
Hair Salon has made it through the worst
of the pandemic.
“The year before the pandemic was
great. We hired new people; we redid the
whole storefront. I wanted to have a party
like the old ones and put new surround
sound speakers in, I was even thinking
about opening another location. Then the
PHOTOS BY DEAN MOSES
pandemic hit… it is a strain. Thankfully
our landlord is very sympathetic, and we
are making do. I try not to stress about it
because there is only so much you can do,”
Alfano said.
Anonymous Hair Salon is able to continue
conducting business with precautions in
place, but social distancing measures have
prevented plans of a 35th year anniversary
party from taking place. Still, Alfano does
not want to allow the landmark to pass
by without commemoration. When the
pandemic is over, he plans on throwing
a party akin to his mother’s affairs from
decades past.
“I think summer parties are going to
be a thing. I can’t see why we can’t put a
bartender right here,” Alfano said smiling.
A photograph of an old party at the salon.
10 January 14, 2021 Schneps Media