Today is Guayabera Day. So declares a coalition of shirt-making rivals who unveiled an advertising campaign with a tagline that translates to “This is the guayabera, this is Yucatán.” The goal is to promote this typical garment both nationally and internationally.
In an event held in the Yucatán Siglo XXI Convention Center, Gov. Rolando Zapata Bello was on hand for the presentation of the strategy to reposition the iconic shirt as a more broadly popular fashion item.
Before the president of the National Chamber of the Clothing Industry (Canaive), Samuel Gershevich Salnicov stressed that the economic transformation of the entity, the guayabera plays a key role in boosting the textile industry and together with all the base and productive logic.
“Our traditional garment is more, much more than a simple fashion, is a symbol of identity,” he said, explaining the need to position local productions beyond the region.
Accompanied by the local Canaive president, Reynaldo Perdomo Castellanos, he said they will continue to act with federal agencies to enforce the rule of law against illegal and unfair practices, to supply credit, and promote and support design centers.
The group provides a certificate guaranteeing quality and hundred percent Yucatan construction.
Also known as a “wedding shirt,” the guayabera is an untucked shirt with a strongly vertical pattern. Although worn throughout Latin America, it is particularly associated with Yucatán, where it is also known as a camisa de Yucatán.