2014 Guinness commercial, African culture, African fashion, Sapeurs, Sapeurs and Guinness, Sapeurs of the Congo -

Guinnes x Sapeurs: Les Sapeurs: Gentlemen Of The Congo

In a follow-up of our latest Locus post about the Sapeur dandies subculture of the Congo, Guinness just released this vibrant commercial chronicling the eccentric fashion lifestyle. In the true spirit of the movement, the commercial ends with the quote - "I am the master of my fate. I am the captain of my soul" - and this completely embodies the SURU ideology. Check it: