Last year saw the first annual Beard and Mustache National Championships, held in Bend, Oregon. The group of facial hair enthusiasts behind the event, Beard Team USA, has since become the stars of the IFC channel’s new reality show Whisker Wars. The team members are followed from competition to competition, from the regionals right through to the World Championships that were held this year in Trondheim, Norway. Until recently, beards have had a bad reputation, but Beard Team USA is seeking to turn this around and make beard growing not only a statement of good style, but a feat for which a man should be proud.

At the first annual Los Angeles Beard and Mustache Championships, held in the Federal Bar in North Hollywood, local newcomers competed against veterans of the scene. Categories of the competition included Best Full Beard, Best Partial Beard, Best Mustache and of course Freestyle–always a crowd favorite. Some contestants were admired for their whiskers’ astonishing length–others for their neatness, and still others for their inventive curl. A few entrants even came in costume for the Freestyle category, with Robert Broski appearing as a very convincing Abraham Lincoln and Bradley Kranichas as a Viking.

Although beard and mustache growing is considered by LA hipsters as just another fashion choice, true fanatics claim facial hair is more than this–it’s a way of life. They believe that the time and effort they commit to keeping their beard and mustaches in shape shows a determination and strength of character that demands acknowledgement. “Beards and mustaches add personality,” states Robert Broski. “They add individuality, which we need more of nowadays. Facial hair helps bring things out in you. I think there’s prejudice against beards when it comes to finding employment. People think a beard grower is unkempt and lazy–I think it’s a myth. I think beards are enhancements, and some take much more effort than if you just shave. Plus, if you’re ugly a beard can really help out.”