In Fairfax, Bikinis and Buzz Cuts

Mike Blot, co-owner of Paradise Cuts, with employees from left, Kamen Leung, Sheryl Cubbage and Elizabeth Ferrer. (By Jahi Chikwendiu -- The Washington Post)

Knockouts, with such aptly titled trims as the Heavyweight and the Uppercut, started in Dallas in late 2003. It has since has expanded to eight states and has sold more than 40 locations.

Sport Clips, also based in Texas, got its start in the '90s. The franchise has expanded to 425 stores throughout the country, but is new to Northern Virginia and much of the East Coast. The franchise had locations in Manassas and Stafford that closed last year, but a new one in Ashburn is set to open this week. Its stores are more geared toward families and don't offer additional spa services. But the goal is the same.

"We want to do for haircuts what Starbucks did for coffee," said Gordon Logan, the chain's founder. "It's creating an experience around getting a haircut, which most men don't look forward to."

Admittedly, Blot and Lilly take the concept a bit further.

Finding the right employees was an obstacle. The newspaper ads they placed simply called for stylists. When the responses came back, Lilly had to explain the concept and the dress code over the phone. Some chafed at the idea, but others were sold.

"One girl just liked the idea of wearing less clothes to work," Blot said.

Although Blot and Lilly don't consider the premise racy, any potential backlash may work to their advantage.

In Salt Lake City, a similarly themed store called Bikini Cuts used controversy to its advantage. After protests from local politicians and representatives of the Mormon Church, customers flocked to the salon.

"[Salt Lake] is odd, but in a way it's the perfect place. It's nothing but free advertising," said Bikini Cuts owner Clint Jensen. "The more taboo it is out here, the busier you are."