The Understated Athlete's Aesthetic -- #AxeBlackArjo

Axe, the world's #1 Male Fragrance Brand launched its Axe Black Concept Store campaign last May of this year. Patterned after last year's Pop-Up Bar series, the Concept Store series auns to invite guests into Axe Black Man's world of understatement, showcasing his take less effort, more style.


This November, Axe wraps up the series with Axe Black Ambassador, actor Arjo Atayde, as he shows 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 will zero 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. Showcasing 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.

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 we're also present throughout the event to help guests finish up their look with a spray of Axe Black.


As guests arrived, wr were greeted by stylists who took us 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.

The Axe Park will be open to the public from 11am-6pm from November 12-13, 2016, at the Unit 27 Apartment Bar + Cafe, 26the street corner 7the Street, Icon Plaza, BGC. After which selected items of the Axe Park will also be available for online purchase through LAZADA.

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