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Meet The Inspiring Sapeurs In New Guinness Documentary

Tuesday 14 January 2014
Words Spindle

As part of their Made Of More series, which aims to celebrate those who choose to act with extraordinary integrity and character, Guinness has released a documentary on the Sapeurs of Brazzaville, capital of the Republic of Congo.

A Sapeur strives for elegance in both dress and manner. They undergo their transformations upon returning home from their day jobs as ordinary working men. Looking dapper, they dress to the nines in three-piece suits, fedoras, brogues and tasteful accessories, cutting striking figures against their humble surroundings.


As part of the campaign, a documentary gives an insight into the day-to-day lives of the Sapeurs. Various groups of Sapeurs regularly come together to talk, laugh and discuss life, all with the upmost elegance and character. Their philosophy is simple: to live with “joie de vivre” and when they are together, this is an opportunity to show their true character in an inspirational display of flair and creativity.

The Sapeurs’ ethos isn’t just about looking good: it’s a way of life. Their style is twinned with the belief that, in life, the more you put in, the more you get out. ‘We always say: it’s not the cost of the suit that counts. It’s the worth of the man inside it’, says one man in the documentary, a sentiment echoed by the other Sapeurs in the film.


So, while the sight of these finely turned out gentlemen may be a rather memorable image, it’s really the story of celebrating the Sapeurs as an extraordinary group of men and how they come together that is the most fascinating part of the film.

Take a look at The Men Inside The Suits – we were inspired and believe these men truly are Made Of More. Let us know what you think!

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