The name B.O.S.H.O.K (Blood Of Slaves, Heart Of Kings) represents struggle and triumph while paying homage to the ancestors before us. Launched in 2011, from the trunk of a car in Tucson, Arizona struggle and triumph plays an infinite role in the Brands own history. BOSHOK was conceptually created during a period of searching for fashionable attire that was reflective of culture, which was non-existing at the time in the streetwear market. That said, the culturally inspired streetwear brand that represents an oppressed culture and adversities dealt, was birthed.
After several months of pushing units from the trunk of the car, BOSHOK’s Owner’s determination and resilience paid off. With a sudden shift in streetwear fashion BOSHOK soon expanded into retail boutiques in Arizona, DC, Maryland, North Carolina, and Virginia. The demand to dress Kings (fashionable, a bit rugged but well kept, honorable men) and Queens (fashionable, in-tune with self, sexy and proactive women) was rapidly growing across the nation. Consumers were looking for something different and they found their desired change in BOSHOK.
A new vibrant generation of Kings and Queens saw the power of the message in the clothes and began to exercise their amendment through BOSHOK. With that, the BOSHOKLife was formulated and occupied by passionate individuals who started from the bottom with nothing, while aspiring to make something for themselves. This marked the “official, unofficial” society of social-conscious streetwear enthusiast who moved with discretion and honor. It wouldn’t be a lifestyle if everyone were living it. Therefore, BOSHOK IS ONLY FOR those who can relate to the story and live by the code.
TMP: When did you begin your line?
BV: January 2011
TMP: How would you describe your clothing in just three words?
BV: Culturally, inspired, streetwear
TMP: For those who do not know, what does BOSHOK stand for and how did you come up with the name?
BV: BOSHOK = Blood Of Slaves Hearts Of Kings. Got the name from Nas’s intro to Stillmatic where he says “I still run with that blood of a slave, heart of a King boiling in my veins..”
TMP: Who inspires you in the business of fashion?
BV: I really like what Stussy does with some of their capsule collection pieces and think the Supreme business model is something to envy but most of our inspiration simply comes from our own personal experiences and those of other hustlers no matter what industry they are in. I get a lot of inspiration from musicians and business men like Master P or J Prince. I love the way they set up themselves early in the game and were really innovative with how they distributed music from their local markets and transitioned that into global business models.
TMP: How did you overcome the obstacles with creating your brand? (like the naysayers, the haters, the doubters, the not out of the box thinkers)
BV: That’s just consistency. Everyone starts out as a skeptic of something like this bc entrepreneurship simply isn’t taught in todays schooling. Not to mention the streetwear market is oversaturated. Some people will support early but most of them can’t fathom you turning the business into something bigger than a hobby. I have found the more consistent we are with our hustle the more people begin to see our vision and the possibilities we envision for our brand.
TMP: What celebs would you think would do your brand justice? (what celebs would you say looks good in your clothing and it would look natural)
BV: We have seen Wale post photos in the brand on a few occasions and think he’s a natural fit for the brand bc of his fashion sense and his origins. Could see Nas definitely rocking the gear as well. We already have a lot of celebrities in the brand so just think anyone that feels an attachment to what we represent with our message would be a good look for our brand.
TMP: Would you consider fashion to be your form of art?
BV: Definitely! I think it’s a form of expression of our beliefs, inspirations, struggles and much more. I believe what you wear says a lot about who you are as a person. If you rock our brand it says you regard yourself as a King or Queen, says you are culturally conscious and you’re fashionable.
TMP: What advice do you have for the little boy who wants to follow in your footsteps?
BV: Don’t think you have to live life by the rules. Do what you’re passionate about and don’t look back. Your life will be much more fulfilled that way.
TMP: What other avenues would you dabble in?
BV: We are a lifestyle brand and not just a clothing company so you could definitely expect to see our product line grow as we plan to have influence in many areas besides apparel. Some of those things are already in the works so don’t want to speak on them too much until we bring them to life.
TMP: What is next for you?
BV: I love the message and the impact we can have with BOSHOK but I definitely see myself transitioning into other ventures. I always loved business development and working to take a business from point A to point B so I could see myself venturing into consulting or something of that nature for businesses that I like. But right now I’m just focused on BOSHOK.
TMP: How can people get in contact with you?
BV: Best contact for me is via email: victor.umeh@BOSHOK.com
TMP: Are you on social media?