College of Charleston sociology professor Paul Roof has spent his career studying human behavior. From presenting lectures on “Patriotic Songs Post 9.11: The Power of Ear Candy” to “Why Do We Have Racial Stereotypes in Society?,” the man knows what makes people tick. So it’s no wonder that a year after the Gandalf-ian-bearded professor’s Charleston Southern University contract wasn’t renewed after his image was displayed on Holy City Brewing’s Chucktown Follicle Brown beer, Roof has found a way to brand himself for mass consumption. On Fri. July 31 Roof launches his own line of beard-themed merch: The Beer Can Professor Products.

“I have been developing and I am still working on a private label/brand focusing on the love of beer, beards, and barbecue over the last year,” Roof says. The idea came to him following his CSU departure. Roof had been giving talks on his dismissal at sociology and tech conferences when business friends suggested he use the image for his own label. Now he’s ready to introduce his products which will initially include shirts, koozies, beard oil, mustache wax, and shaving soap produced by Will Altman of Righteous Ranch. The Beer Can Professor Products happy hour launch next Friday will be at Recovery Room next Friday from 4-8 p.m. 

“In August I am doing something similar at Holy City Brewing and the goal is to have a brand release party this fall at a venue downtown,” Roof adds. But the professor isn’t giving up his day job at CofC just yet — all the better to market his goods to moustachioed undergrads.

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