Axe, the world’s #1 Male Fragrance Brand launched its Axe Black Concept Store campaign last year. Patterned after last year’s Pop-up Bar Series, the Concept Store Series aimed to invite guests into the Axe Black Man’s world of understatement, showcasing his take on less effort, more style.
The Concept Store Series was kicked off with Axe Black Ambassador DJ Nix DamnP, at his Maharlika store, while fashion and lifestyle blogger David Guison took the spotlight last with his Aviation Axe store.
Recently, Axe wrapped up the series with Axe Black Ambassador, actor Arjo Atayde, as he showed his take on the understated lifestyle with Axe Park. Together with teammates Ria Atayde, Landon Leoncio, Martin Atayde, and Boys Night Out DJ Slick Rick, the Axe Park zeroed in on fashion, grooming, and fragrance, along with injecting Arjo’s personal style of athleisure.
Always on the go, Arjo took his concept store’s inspiration from his daily life. This showcased that despite a busy schedule, guys can always take their cue by completing their look with pieces that are both bold yet simple, much like the Axe Black fragrance.
“In my line of work, I constantly have to juggle my taping schedule with football training and the gym. Through my concept store, I want to be able to introduce guys to the world of luxury sports wear - showing them that being athletic can also be classy, if done the right way,” Arjo explained. “For the Axe Park, we wanted it to be a space where guys felt comfortable enough to shop and be themselves, even if their girlfriends were around.”
Replicating the aura of a varsity locker room, the venue featured in-store stylists and grooming consultants to help customers mix and match different pieces. Arjo and his teammates were also present throughout the event to help guests finish up their look with a spray of Axe Black.
As guests arrived, they were greeted by stylists who took them on a tour of the different apparel available, including exclusive pieces by local retail brands Rocca and Halo Halo. Attendees also perused through other essentials, like special jackets, Mist and Sip jugs, and special merchandise from Vans. His 10-showcased pieces were a mix of both local and foreign brands, but combined together created a look that was distinctly Arjo.
“For me, I’ve always been athletic but when it comes to fashion, I’m all about being comfortable without sacrificing style, it’s just about the way you carry yourself,” shared Arjo. “That’s why I keep highlighting the fragrance, because when you smell good, you feel good, and when you feel good you can pull off any outfit.”
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