Last week, the West Ham United Foundation teamed up with volunteers from Goldman Sachs to host Hammers for Hope, a special Homeless Service Support Event at The Foundry β the Foundationβs brand-new community hub in Beckton.
Guests from across the local area were invited to enjoy a memorable and uplifting experience – accessing free hair, beauty and dental care, health and wellbeing advice, financial guidance, employment support, and creative activities designed to build confidence and foster inclusion.
Haircuts4Homeless
Haircuts4Homeless (H4H), were proudly supported by American Crew for this event. Founder Stewart Roberts MBE was joined by barbers Bobby Gordon (Fella) and Marco Coluccio, delivering over 40 professional haircuts to visitors, and even styled the hair of West Ham players TomaΜsΜ SoucΜek, Dinos Mavropanos, and club legend Anton Ferdinand.
American Crew supported the event by providing premium grooming products for guests to take away, reinforcing its ongoing commitment to initiatives that promote dignity, self-worth, and community connection through grooming.
Community Spirit
Matt Horder, General Manager UK & Ireland at American Crew, said:
βCommunity is at the heart of what we do, and supporting Haircuts4Homeless at the West Ham Foundationβs βHammers for Hopeβ day was a total honour. Grooming has the power to restore confidence and dignity, and it was inspiring to see how something as simple as a haircut can make such a genuine difference. Weβre proud to stand alongside Stewart and his team in helping people feel seen, valued and ready to take their next step.β
Stewart Roberts MBE, Founder of Haircuts4Homeless, added:
βIt was such a fantastic day with a great atmosphere from start to finish. What we do goes so much further than just giving someone a haircut; itβs about making a human connection and showing kindness. To be part of an event that brings together so many people doing good in the community was incredibly special.β
In true East-end style, guests, volunteers, and service providers were treated to a traditional pie and mash lunch courtesy of the Foundationβs E6 Social Kitchen, rounding off a day rooted in connection, compassion, and community spirit.
The West Ham United Foundation continues to promote health and wellbeing through community engagement, tackling exclusion and poverty, and advancing opportunities for children and young people across East London
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