This is not your mother's salon. For one thing, there are no neck kinks after a shampoo and rinse, thanks to imported Italian sinks that tilt. Whiplash injury posters are taped to the ceiling, just in case. Check e-mail while color seeps into your roots -- using a tabletop Internet appliance with a wireless keyboard. Bring in your own CDs to calm you while a flurry of scissors circulates your scalp.

Stylists at Fetish Hair Salon understand the definition of chic.

"Our clients tend to come in and say, 'Give me something new.' Often it's a trend new to the U.S.," says Deano, co-owner of the salon with Darren Andres. "Basically all of your styles come out of Europe, then they hit the East and West coasts, then hit the Midwest one-and-a-half years later."

Both men brought an impressive work history -- including beauty schooling in Europe -- to the salon when they opened its doors in August. Deano earned a master's in hair cutting from London's Vidal Sassoon school. Andres is an educator for Framesi, an Italian hair-goods product line. They have 22 years of styling experience between the two of them, including stints at Beauty and a Chicago salon.

"It's always been a goal for us to have our own place," says Deano.

Among the services offered to clients -- who are not entirely goth, grunge or dressed in fetish wear -- are haircuts, shampoos, color retouches, hi/lo lites, texture/relaxer, hair extensions and facial waxing. The customers are "anywhere from 15 to 16 years old to 40 years old, ranging from punks to doctors and lawyers," says Deano.

Why the name Fetish Hair Salon, then? During a pow-wow session to create a business name, a coffee table book with photos of fetishes lay nearby. "And we thought that would be a great name for a salon," says Deano. "It rolls off the tongue."

Interior design at the salon shifts to a new theme about every six weeks. During a recent visit, three bowling balls sat below a shelf stocked with hair products. A local artist's splashy and modern paintings hung on the yellow walls, as did a steel corset with the help of chains. Red-orange flames painted on the walls looked like they were burning out of the floorboards. Furnishings -- a comfy sofa and an equally plush armchair -- were covered with orange and red slipcovers.

On the television set expect to view black-and-white films, silent movies, monster footage or Kung Fu flicks. As with the acoustics, clients are encouraged to bring in a favorite VHS tape or DVD.

Aside from Framesi, the salon stocks Nolita by Graham Webb hair-care products, which is named after a New York City neighborhood (North of Little Italy) and features stuff like moisturizing shampoo, glue ("It looks like Elmer's Glue and hardens like a rubber glue," says Deano), and grit gel with bamboo shoots.

Fetish Hair Salon recently began shooting photos for hairstyle magazines. This month an invitation-only wine tasting party will bring about 350 socialites to the salon for not only wine, but also chair massages and art viewing.

A newsletter sent out every few months to steady clientele informs them of product offerings, style trends and events. One event held each Saturday -- almost like a religious service -- is the drinking of mimosas and cocktails.

That's quite different from what most might expect from the salon name. "People were thinking it was going to be whips and chains and latex and rubber. But it's not that at all," says Deano. "We love hair."

Fetish Hair Salon is located at 2481 S. Kinnickinnic Ave., in the Avalon Theater building. Call them at (414) 483-8703 or visit the salon online at www.fetishhairsalon.com.