GUESS SA, the esteemed fashion brand synonymous with style and innovation, proudly hosted the Dad’s & Lad’s: Barbers, Burgers, Denim ‘n Blues event at the Wilds’ Medellin barber earlier this month, in honour some of the distinctive paternal bonds that exist in the fabric of South African culture.
This celebration brought together a diverse group of fathers, sons, and relatives, exemplifying the importance of shared moments and the role of GUESS in those connections.
The Dad’s & Lad’s event witnessed an immersive gathering of homegrown influencers, celebrities, models, and nano influencers. It was a vibrant space for generational bonding between fathers, grandfathers, sons and loved ones partaking in an evening filled with poignant activities capturing meaningful interactions and heartfelt moments.
Do it with Dad. Wear it with GUESS became the rallying tagline, encapsulating the spirit of the occasion and emphasizing that fatherhood is a collection of invaluable moments, with GUESS as the backdrop.
Fathers and their sons revelled in competition over foosball and lively boardgames, embracing laughter, tournaments and camaraderie symbolic of the playfulness in connection. The artistry of a barber visit offered a serene space for fathers and sons to share a traditional barbershop experience, representing the invaluable guidance and support fathers provide. Flavour was added to the evening with the indulgence of delectable burgers from the Filthy Moustache food truck, reinforcing the notion that sharing a meal is not just about nourishment, but about forging unbreakable connections.
Dressed in GUESS's winter collection, attendees styled an array of GUESS ensembles, including the ECO Ultra-Lightweight blue puffer jacket, the faux-fur coat with newspaper print, the graffiti flight jacket, the Colin logo zip-up set, ECO skinny patchwork jeans, GUESS James denim, and fashionable kids wear. By uniting fashion and family, GUESS facilitated becoming a part of the lasting memories created between fathers and their familial ties.
GUESS Dad’s & Lad’s showcased the myriad shapes that fatherhood can assume. Young sons found solace in their fathers' embrace, while nephews found kinship within the relationship of support and dedication from their uncles. The fruits of seasoned fathers, and their imparted wisdom on their adult sons, emphasized the fostered values and lessons passed down. Regardless of the age or dynamic, each interaction was marked by a palpable thread of trust, love, and unwavering support, paying homage to the profound and cherished bonds shared between father figures and their relatives.
As guests indulged in the event's offerings, the spirit of ‘giving’ permeated the atmosphere. GUESS SA incorporated the action of giving by presenting attendees with exquisite GUESS wrist-adorned watches, fragrances, and sunglasses in partnership with strategic partners Treger Brands, Bacher and Co and FrontierCo Vision. These tokens of appreciation served as an honouring of the special role that fathers play and how giving back to our fathers with carefully curated gifts for Father’s Day is an act of tribute to commemorate all the memories that our dads weave into our journey.
Within GUESS’s legacy of indigo denims 'n blues, the event was surrounded by scenes of assortment denim jeans and fresh scents. The brand tapped into creating a fragrance-filled night with Bacher and Co. Their representatives shared insights into the diverse portfolio of GUESS fragrances, where dads could discover and explore captivating scents, be encapsulated in a sensory experience and find the essence for them.
As part of the festivities, GUESS unveiled the launch of their latest fragrance, the coveted UOMO Acqua, transporting the Dad’s & Lad’s from the barbershop to a splash in the Mediterranean sea with the sensory notes of fresh aromatic sprays.
GUESS SA remains committed to celebrating the extraordinary role fathers play in our lives. The Dad’s & Lad’s event not only marked the momentous celebration of fathers and sons but also the inception of a broader campaign Do it with Dad. Wear it with GUESS, inspiring families to embrace and cherish the precious moments they share. As fathers and children create enduring memories together, GUESS proudly stands beside them, ready to accompany them on their adventures, offering apparel that symbolizes the continuity of these paternal relationships, from complimentary father and young son sets to fathers and sons selecting GUESS as they get older. GUESS fashion serves as an expression of the unique style that evolves as the developmental relationships evolve between father figures and sons.