The Sapeurs - The Society of Elegant Persons of the Congo

"You cannot always choose what you do,
but you can always choose who you are."

Photo Source: The Fashion Cult Cut from a Different Cloth

The Society of Elegant Persons of the Congo, better known as the Sapeurs, "They have a simple philosophy: to defy circumstance and live with joie de vivre," explains the narrator in Guinness's "Sapeurs: a Short Documentary" below. 

"This impeccably stylish club, made up of blue-collar workers who dedicate their off time to colorful fashion and effortless savoir faire, has drawn international attention in recent years as a bellwether of peacetime optimism and confidence in the Republic of the Congo." - Source

"I have the gift of creativity because I read a lot of magazines and watch documentaries," says one gentleman.


The newest "Made of More" ad from Guinness, shines a light and gives us reasons to admire the "Sapeurs". In the Guinness commercial, we see real-life Sapeurs after a day of hard work, transform themselves into vibrant icons of the local nightlife. 



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