Meet the Sapeurs, Congolese men who practice the culture of dressing to impress known as La Sape. Their priority in life is to look amazing at any cost.
They prefer to take loans and spend $100-200 on a shirt rather than saving to buy a house or car even when living in poverty.
The name Sapeur, or ‘Society of Ambience-Makers and Elegant Persons of the World’ originates from the Congolese city of Brazzaville and stands for a culture of dressing to impress.
Originating in the late 1950s and vibrant today, La Sape is a philosophy, an art form and a way of life. It is a practice among men to use clothing as a form of self-expression, appreciation for beauty and respect for their culture.
Sapeurs embrace the culture of elegance, displaying their style and beauty through their clothing. They prefer to wear luxury brands such as Dior, Paul Smith, and Vivienne Westwood, along with more affordable designer brands from all over the world.
Sapeurs express themselves through their creative, colourful fashion. This could range from wearing bright suits and bow-ties, to elaborate headdresses. By embracing a range of styles and garments, the Sapeurs bring together a variety of colours, fabrics and textures, creating a fusion of African and European culture.
For the Sapeurs, clothing is an art form, an expression of themselves and their culture. It is believed that a person’s clothing represents their worth and respect, as well as their level of social standing.
A central part of the Sapeur culture is the importance of respect and camaraderie and the demonstration of good manners. Sapeurs actively show respect for one another, and it is a regular occurrence to see them exchange flamboyant greetings, hugs and compliments.
The appreciation for beauty is also a key element of the Sapeur culture, where the Sapeurs work to create a beautiful and harmonious environment. This is reflected in the way they dress and the attention they pay to details.
The culture of La Sape is one of expression and creativity, beauty and respect. It is a way of life that has been embraced by the Congolese men of Brazzaville and is a demonstration of how an appreciation for the beauty of life can be passed down through generations.
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