Joey Nieves was born in San Juan , Puerto Rico where he started his career at a young age. At some point he realized that the market in the Island was limited compared to the goals he wanted to achieve.
With a strong passion for fashion, design, and style Joey decided to move to Miami after exploring several cities in the East Coast. From there he then took his talents to Los Angeles to team up with some of the industries best barbers. As Co-Founder of Grey Matter LA, Joey brings over 23 Years of experience under his belt.
Training under some of the most prestigious names in the industry such as Paul Mitchel and TIGI has helped Joey take a different approach towards the industry. Joey is also creator and founder of THEGREYNOSE , an upscale fragrance line that caters to the finest of tastes.