Maybe it's the old-style red, white and blue pole adorning the entrance to the La Flamme Barber Shop.

Or maybe it's the fast service and friendly barbers that keep customers coming back to this Harvard "institution."

While those attributes give this little business on Dunster Street a nostalgic and comfortable feel, owner George Papalimberis says the key to his success is much more simple:

"This is the most popular shop for the students because we give the best haircuts for the lowest price--$10."

Opened in 1898 by Arthur La Flamme, a French-Canadian immigrant and the store's namesake, the barber shop has been going strong for the past 99 years.

Papalimberis has owned the store for the past 13 years, but his experience with haircuts has deeper roots.

"I learned to cut hair back in Greece," says Papalimberis, who came to the United States over 30 years ago. "Like any immigrant, I came here looking for a better life and more opportunities."

When he first arrived in the Boston area, Papalimberis opened a barber shop in Central Square. He later moved his shop to 49 Brattle St.--that store, Custom Barber Shop, still exists and is owned by Papalimberis.

"I knew that I would succeed with La Flamme because I had experience with my other store on Brattle," says Papalimberis. "I built that store up from one chair to four.

"I like my job because at 6 p.m., I can lock up the store and go home to my three children."

Papalimberis says he is confident that his son Louis, 26, will help keep La Flamme a family business.

"He already works in the store cutting hair," says Papalimberis. "He's decided that this is what he wants to do."

A Winchester resident, Papalimberis works at the shop from 7 a.m. to 6 p.m. every Monday through Saturday, helping with the constant flow of customers.

With eight chairs in the store and eight barbers working every day, Papalimberis couldn't hide his success, even if he wanted to.

"Customers are sometimes lined up and waiting at the door when I get here in the morning," he says.