Links: shave.com/azor | www.kingofshavesdirect.com
Brand Manager: Phil Spademan





The King of Shaves Azor, Less is Mor™

Striving to be the King of Blades. Starting point? Shaving Simplicity.

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In January 2003, I started sketching out my thinking for the ‘King of Blades’ razor – which has evolved into the King of Shaves Azor. The world’s first ‘hybrid synergy’ system razor. A razor that shaves closer, lasts longer and costs less. The finished item looks simple. In reality, there is a huge amount of design time and complex engineering, which delivers a purity of form, an effortless of function and an overall effect that is as pleasing on the eye, as it is on the shaved skin. I’ve shaved with it in prototype form since November 2006, and in finished form since April 2008.

And I’m delighted with it.

Listed out below are the reasons I feel it is truly ‘better’ than the other razors out there, and I hope you agree. After all, with the ‘King of Blades’ name to live up to, best it delivers the King of Shaves!

Or click here to read a PDF version of the "Introduction to the Azor" or click here to view the E-Brochure.


Will King
Founder, King of Shaves. Designer, the Azor.

PS: Which? magazine keeps offering praise to the Azor. You view what they said below:
• Azor Which? September 2008 review
• Top marks and exceptional value for Azor in Which? magazine
• Mr. Michael Garrard's letter to Which? magazine

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Good design is innovative: The King of Shaves Azor embraces simplicity, form and function in a brand new way. Cost effective to manufacture, it uses an appealing ‘Eureka’ tuning fork design, which allowed us to incorporate the TST™ (Touch Skin Technology) ‘Living Hinge’ which firmly (yet comfortably) presses the Endurium coated, ultra sharp long life blades onto the skin to deliver a superlative shave.

Good design makes a product useful: When you look at the current system and disposable razors on the market, they are massively over-engineered, clunky in design and aesthetics, difficult and complex to manufacture, and have evolved ‘layer upon layer’. The Azor strips away the unnecessary, to return the razor to a purity rarely seen in industrial design. The Azor is easy to use and its ease is a function of its simplicity.

Good design is aesthetic: The design of the Azor was heavily influenced through my desire to be a yacht designer, from my time spent at University following an engineering degree and through the products that surround my life, including what I term ‘iDesign’. Almost everyone who picks up the Azor comments on its beauty and simplicity, which is hugely rewarding for me.

Good design helps us to understand a product: It’s a razor. Shave with it. It’s not a mult-vibrational, over-engineered, crassly packaged razor. It brings the best of the disposable together with the best of a system razor. Hybrid Synergy System was a phrase which summed everything about it up to a ‘T’.

Good design is unobtrusive: The razor design is as absolutely minimal as we could make it. The secondary packaging (100% recyclable – both card and plastic) is as ‘lean’ as we could make it. There is very little, if anything, I intend to ever change about the design fundamentals.

Good design is honest: What you see is what you get. A razor, with super long lasting (Endurium coated) cartridges which allows you to “shave closer, for longer, for less”.

Good design is durable: In normal everyday use, the Azor will last forever. The TST mechanism has been flexed over one million times. The polypropylene and elastomer ‘twin shot’ handle should never fail. In short, it’s a razor, forever. But without the cost.

Good design is consequent to the last detail: The simplicity of design of the Azor covers up the huge amount of engineering detail in it. It looks simple. But in execution, in product (and tooling) design it was devilishly difficult. James Dyson would be proud.

Good design is concerned with the environment: This was almost the starting point for the Azor. Take away the unnecessary over designed secondary packaging, remove the complexity of the handle componentry, redesign the razor to suit the environmental aesthetic of the 21st Century and ensure the manufacturability of the product is as sympathetic to the environment as possible, from its carbon footprint to its impact on the earth once (finally) disposed of. I am delighted with the environmental credentials of the Azor.

Good design is as little design as possible: Less is Mor™. Shaving Simplicity. Our watchwords. Your guarantee. Little, that delivers a lot! Important: Enjoy!