The Origins of the Sapeurs
Sapeurs: the Meaning Behind the Name
The Sapeurs (or La Sape) take their name from the acronym for their group: SAPE, meaning “Société des Ambianceurs et des Personnes Élégantes.” This translates to “the Society of Tastemakers and Elegant People.” The term “Ambianceur” is a newer expression coined in francophone Africa, meaning “persons who create ambience.”
To call Sapeurs atmosphere-makers is certainly not a stretch.
A Brief History
At the start of the 20th century, French colonial workers, called Bapopo or Coastmen, arrived in the Congo. The congolese men who either worked for the colonizers or spent time in France were deeply influenced by the allure of Parisian elegance. Some colonists thought it suitable to pay their workers in secondhand clothes instead of money. In the end, as historian Didier Gondola notes in his essay “La Sape Exposed!: High Fashion Among Lower-Class Congolese”:
Captivated by the snobbery and refined elegance of the Coast Men’s attire, Congolese houseboys spurned their masters’ secondhand clothes and became unremitting consumers and fervent connoisseurs, spending their meager wages extravagantly to acquire the latest fashions from Paris.
Through the 1930s and 1940s, the Congolese intellectual elite adapted the Sapeur fashion as well as its anti-colonial views.
With the rise of the music scene in the cosmopolitan 1950s, La Sape became synonymous with the Congolese rumba scene.
In the 1960s, when both Congos were granted independence and the economy became too chaotic, scores of Congolese relocated to London and Paris. There, they were not always met with the warmest welcome. Thankfully, La Sape provided a refuge and a community for those coping with change and rebuilding their lives in Europe.
Where is the Epicenter of Sapeur Culture?
The Sapeur culture is firmly rooted in both Brazzaville and Kinshasa. These capital cities are separated only by the Congo River, but the differences between each city’s Sapeur community make them feel worlds apart.
Whereas the Sapeurs of Brazzaville trace their origins back to the 1920s, the movement only really took hold in Kinshasa in the 1970s as a form of socio-political protest (more on that below).
Who are the Sapeurs?
At first glance, Sapeurs might appear to be flamboyantly-dressed high-powered businessmen. In reality, they are everymen: taxi drivers, electricians, shoemakers, carpenters, gravediggers.
The Sapeur culture stands in stark contrast to the immense poverty of the area. Participation in the community is, for many, a means of escape and a way to build self-confidence despite the seemingly insurmountable circumstances. It’s a way of life.
In the face of colonialism, corruption, poverty, and even civil war, generations of Sapeurs have found something refreshing and carefree in which they can take immense pride. What, on the outside, might simply look like “dressing up” brings a sense of meaning to their lives that not much else can.
What Defines the Sapeur Style?
In Brazzaville, much of the Sapeur style is a suave, polished nod to the Jazz Age and early-20th century European fashion.
It’s defined by impeccably tailored suits, bowler hats, canes, pipes, plump bow ties, bright pocket squares (stuffed in, not folded), evening scarves, and flashy coordinating socks.
In his piece for the Wall Street Journal, “The Beau Brummels of Brazzaville,” Tom Downey details one particularly spectacular outfit:
Today, it’s green-and-blue-plaid pants, a complementing silk plaid vest, tall green hat and wide yellow tie knotted large and tacked high, with a striped jacket that picks up a little of all these colors. It’s a British ensemble, no doubt, but with striking pattern matching and color coordination that few people on the isles of Britannia would have the courage to attempt.
These Congolese fashion pioneers took the European aesthetic, ramped up the color pallette, and made the style all their own.
But it isn’t a free-for-all. There are clear rules and expectations about what to wear and how to wear it. Sapeurs wear no more than three colors at one time, excluding white.
From French crocodile shoes and British sport coats to handmade Italian ties, the Sapeur wardrobe runs the gamut of high-end designers: Versace, Christian Dior, G-Star, Yohji Yamamoto, and Gianfranco Ferré.
But brand isn’t everything. It’s about fit, confidence, and flair. There’s an art to all of it. Creativity is key. Colors, patterns, and textures are mixed and matched with all the attention of a mixologist.
Resourcefulness is also paramount, especially in a country with such a low per-capita income. Not every piece in a Sapeur’s wardrobe is brand new. Wardrobe sharing and swapping among Sapeurs is common, as is buying secondhand.
The operating idea is that when pieces change hands often enough, it’s easier to keep up an appearance of affluence.
More than Just Clothes
Sapeurs don’t merely concern themselves with rarefied fashion. In fact, they’re expected to abide by strict behavioral customs that are as important as dressing with flair, if not moreso. They’re defined by a model of gentlemanly behavior and mannerisms. Once a Sapeur dons a spectacular outfit, you’ll likely see the change in the way he carries himself and the language he uses.
More importantly, Sapeurs are pacifists. In a region marked by poverty, war, and political upheaval, Sapeurs are an example to their communities. They’re fashionable, sure. But they’re deeply committed to a way of life full of beauty, compassion, goodwill, and self-respect. This ethos has a ripple effect in Brazzaville, giving residents a sense of hope and pride amidst the daily struggle.
Sapeuses: Women Get a Seat at the Table
In the early 1970s, a handful of women in Kinshasa participated in the Sapeur movement as a challenge to then-President Mobutu Seese Seko, who attempted to demonize all things Western. These “sapeuses,” as they are called, are still active in Kinshasa today.
Brazzaville’s Sapeur culture, on the other hand, remained closed to women for 90 years. But that’s all beginning to change. In 2010, the Congo’s association of Sapeurs launched its first-ever recruitment campaign aimed at women.
While historically, the majority of Sapeurs in Brazzaville were men, women are carving out a place for themselves in this cultural phenomenon.
Sapeuses like Fernand Okouo are turning heads and winning acceptance within the community, signaling a major shift in the Congo’s best-known, beloved fashion style—and way of life.
Positive Impact & Social Significance
Sapeur culture is widely considered to be a real and vital element of Congolese life. Alain Akouala Atipault, a powerful government official and Sapeur put it this way: “The Sapeurs can only exist in peacetime. To me they’re a sign of better things: stability, tranquility. They indicate that our nation is returning to normal life after years of civil war.”
After political repression in the 1980s which barred them from public spaces, Sapeurs today enjoy a higher status of “cultural heritage,” thanks to the current President of the Republic of the Congo, Denis Sassou Nguesso. Today, Sapeurs participate in public cultural events and festivals and command immense respect and admiration from their home communities.
How to Get a Firsthand Glimpse of the World of Sapeurs
Famous for their undeniably fun peacocking displays in the streets and bars of Brazzaville, the Sapeurs are a delight to out-of-town visitors.
For travelers interested in a firsthand look, we can arrange a visit in advance through our partners in the Congo.
The show, akin to a parade in New Orleans, is chock full of music and dancing. An emcee introduces the Sapeurs one by one. Each one flaunts his or her designer-label pieces for onlookers to admire, strutting and turning. And at the end, of course, there is a photo op for which the Sapeurs will gladly strike a pose with you.
A One-of-a-Kind Cultural Adventure
Whether you’re a fan of high fashion, idiosyncratic cultural encounters, African history, community empowerment, or just plain fun, a visit with the Sapeurs of Brazzaville might be right up your alley.
We love this joy-filled, convention-bucking group of cultural movers and shakers and know you will, too.
Plan Your Visit to Brazzaville Today!
Ready to start planning your own incredible African adventure? We make the process stress-free and enjoyable. Call or email us today to explore your best options for a colorful, fashion-forward holiday you’ll never forget!
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