JJ’s Fashion just hit 1.2 million followers and 22.7 million ‘likes’ on the TikTok app thanks to a series of 15-second “Hot Boss” videos created by Rhylan Streloff and Madicyn Dobie. Photo: Jim Bailey.

JJ’s Fashion just hit 1.2 million followers and 22.7 million ‘likes’ on the TikTok app thanks to a series of 15-second “Hot Boss” videos created by Rhylan Streloff and Madicyn Dobie. Photo: Jim Bailey.

‘Hot boss’ at small B.C. town clothing store rockets business to stratosphere

JJ’s Fashion in Trail has attracted over 1.2 million followers and over 22.7 million “Likes” on TikTok

How does a small West Kootenay clothing store become a social-media sensation literally overnight?

All it takes is a little creativity from staff and a “Hot Boss” by the name of Rhylan Streloff.

JJ’s Fashions in Trail has attracted over 1.2 million followers and over 22.7 million likes on video-sharing app TikTok.

“We’re literally ecstatic,” said store employee Madicyn Dobie. “When we hit one million followers, we were freaking out. We’re from Trail, and it’s such a small town and a small area so for anyone whether a business or anything.

“For a million people to follow you when you’re from such a small area – it’s insane.”

JJ’s, like many local businesses, had been hit hard by the pandemic, so in October, employees Dobie and Paige Witt decided to combine fashion with fun and create a post of two young employees swooning over their obliviously handsome boss.

They convinced Streloff to play along and Dobie filmed and edited a short 15-second video of the two young women popping to the Jack Harlow tune “Whats Poppin” in an effort to get their Hot Boss’ attention.

The video’s success was unexpected.

“He wanted to take the first video we made down,” said Dobie. “Then we woke up the next day and it had three million views.”

Streloff was a little self-conscious and concerned at first, but soon the popularity and growing number of followers helped ease any reservations.

“It was funny, but I was worried because it was a little edgy, and I am always worried about what people think, but in the end we are just having fun,” said Streloff.

And as for the term “Hot Boss?”

“It’s a little strange for me, but I just have to take it as a joke, and have fun with it. Even the coffee bar across the street, they write it on my coffee cup.”

The JJ’s team collaborates on all their videos.

JJ’s Fashion just hit 1.2 million followers and 22.7 million ‘likes’ on the TikTok app thanks to a series of 15-second “Hot Boss” videos created by Rhylan Streloff and Madicyn Dobie. Photo: Jim Bailey.

JJ’s Fashion just hit 1.2 million followers and 22.7 million ‘likes’ on the TikTok app thanks to a series of 15-second “Hot Boss” videos created by Rhylan Streloff and Madicyn Dobie. Photo: Jim Bailey.

The exposure proved a big help in launching JJ’s online website, and while it hasn’t yet proved a huge financial windfall, its social-media reach is off the charts with over 100,000 million views so far.

“That (the pandemic) was the reason I didn’t take it down, and we kept doing this,” explained Streloff. “At any point we could be shut down and our business has been affected so to get an online store going, and building a following this way, at least we know we have the backup and a little revenue coming in.”

JJ’s has been in business for 37 years, started by Streloff’s grandmother in Castlegar and continued by his father. Streloff took over the business after working for 10 years in the oil and gas industry.

JJ’s Fashion just hit 1.2 million followers and 22.7 million ‘likes’ on the TikTok app thanks to a series of 15-second “Hot Boss” videos created by Rhylan Streloff and Madicyn Dobie. Photo: Jim Bailey.

JJ’s Fashion just hit 1.2 million followers and 22.7 million ‘likes’ on the TikTok app thanks to a series of 15-second “Hot Boss” videos created by Rhylan Streloff and Madicyn Dobie. Photo: Jim Bailey.

READ MORE: Nominate small business for SBBC award



sports@trailtimes.ca

Like us on Facebook and follow us on Twitter

City of Trailsocial media

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Paramjit Bogarh, connected to the murder of his wife in Vernon 35 years ago, has been relerased on full parole, one year after he was sentenced to five years in prison for accessory after the fact. (Contributed)
Full parole for ex-Vernon man who helped wife’s alleged killer escape

Paramjit Bogarh pleaded guilty to accessory to murder after helping brother flee Canada

Armstrong’s Len Wood Middle School was on lockdown Friday, March 5 after a student allegedly threatened a staff member with a weapon. (Morning Star file photo)
LOCKDOWN: Armstrong student allegedly threatens staff with weapon

RCMP called, no students were at risk, according to school

Ogopogo statue at Paul’s Tomb in Kelowna. (Colintube1 - YouTube)
Children’s author asks City of Vernon to use ‘Ogopogo’ in new book

The City of Vernon has held famed lake monster’s copyright for past 65 years

Okanagan College, Vernon campus. (Brendan Shykora - Vernon Morning Star)
Student housing coming to Vernon, Salmon Arm

Province announces $66M for new student beds for Okanagan College campuses

An air quality advisory continues in Vernon March 4 due to high levels of dust in the air from winter traction material. (Jennifer Smith - Morning Star)
UPDATE: Dust still hasn’t settled in Vernon, starting to rise in Kelowna

Air quality advisory will last until the next rainfall or until enough street sweeping work is done

Provincial health officer Dr. Bonnie Henry updates B.C. on the COVID-19 situation. (B.C. government)
Dr. Bonnie Henry predicts a ‘post-pandemic world’ for B.C. this summer

‘Extending this second dose provides very high real-world protection to more people, sooner’

The Netflix logo on an iPhone. B.C. delayed imposing sales tax on digital services and sweetened carbonated beverages as part of its response to COVID-19. Those taxes take effect April 1, 2021. THE CANADIAN PRESS/AP, Matt Rourke
B.C. applies 7% sales tax on streaming, vaping, sweet drinks April 1

Measures from 2020 budget were delayed due to COVID-19

Chief Don Tom of the Tsartlip First Nation was outraged after Green MLA Adam Olsen revealed on social media that the community had been experiencing a COVID-19 outbreak – a fact the First Nation had chosen to keep private to avoid racist backlash as experienced by the Cowichan Tribes when an outbreak was declared there in January. (Black Press Media file photo)
B.C. First Nation ‘outraged’ after Green MLA reveals COVID-19 outbreak

Tsartlip First Nation chief shares concerns about racist backlash, MLA apologizes

A lawyer wears a face mask and gloves to curb the spread of COVID-19 while waiting to enter B.C. Supreme Court, in Vancouver, B.C., Friday, Aug. 28, 2020. British Columbia’s highest court has sided with the land owner in a dispute over public access to public land. THE CANADIAN PRESS/Darryl Dyck
B.C. high court finds in favour of large landowner in fight over access to pair of lakes

The Nicola Valley Fish and Game Club launched legal action after the cattle company blocked road and trail access

Prime Minister Justin Trudeau holds a press conference in Ottawa Friday, March 5, 2021. THE CANADIAN PRESS/Sean Kilpatrick
Trudeau holds firm on premiers’ health-care funding demands, COVID-19 aid comes first

Premiers argue that the current amount doesn’t keep pace with yearly cost increases of about five per cent

Free Reformed Church is seen as people attend service, in Chilliwack, B.C., on Sunday, Feb. 21, 2021. Lawyers for the British Columbia government and the Justice Centre for Constitutional Freedoms are back in B.C. Supreme Court today, squaring off over the legality of COVID-19 rules that prohibit in-person religious services. THE CANADIAN PRESS/Darryl Dyck
B.C. top doctor has power to restrict access to a place during health hazard: lawyer

Under B.C.’s Public Health Act, Jacqueline Hughes says, Henry can restrict or prevent entry to a place

A vial of some of the first 500,000 of the two million Oxford-AstraZeneca COVID-19 vaccine doses that Canada has secured through a deal with the Serum Institute of India in partnership with Verity Pharma at a facility in Milton, Ont., on Wednesday, March 3, 2021. THE CANADIAN PRESS/Carlos Osorio - POOL
B.C. dentists and bus drivers want newly-approved Oxford-AstraZeneca vaccine

BC Dental Association says dentists and their teams cannot treat patients remotely

Most Read