Hi everyone,

At the beginning of every new year, we tend to start thinking about new beginnings, ideas, changes and improvements. It’s exactly what myself and Katarina are right now doing at BOO.

I want to start by telling you what BOO actually is. I think, in the beginning, we shared a story or two about how it all started, but we never put ourselves out there, not really. I’m not sure if we were ever clear about who is behind everything you see on Instagram, Facebook, online shops and store shelves. BOO is still mostly just my sister and me. The team might get an extra member during campaigns, but overall it’s still a two-person operation. 

Our roles are completely different. I’m the creative lead and designer, but also the photographer, video editor, illustrator, etc. Katarina is the sales manager and the executor of daily tasks, no matter if it comes to sales or the creative part. In a nutshell, that’s basically it. I’m my own boss, and I really enjoy what I’m doing. It’s not all smooth sailing though. It’s extremely hard working in the fashion industry these days, and it’s especially difficult to stay true to YOURSELF.

When I think back to when BOO started, it definitely wasn’t easy, but breaking the ice wasn’t that difficult. However it was extremely hard to maintain momentum, and this is still the case today, 5 years later. What’s even harder now is staying true to what we initially set out to build, and what BOO was supposed to be…

Through the years we sidetracked a bit when it came to our vision, brand message and what we want to accomplish. To be completely sincere, even today we sometimes don’t come together in our mission and goals. Katarina and I have a clear division of work, but at the end of the day, the brand is the lovechild of two very different people with different outlooks and approaches. This makes it difficult when trying to create a vision for the brand.

That’s why I’ve decided to make a couple of things more clear. It’s been on my mind for some time trying to figure out what the role of BOO is, in the fashion industry, and in general. Are we just another backpack brand, or should we strive for something more? If you ask me, the answer is as clear as day. Of course, we want more, but what does ‘more’ even mean?

The foundation of my work has always and above all been a clearly defined concept. Without it, there is no point in doing something. That’s how BOO came to be, and that’s something I wish to maintain going forward. The first collections all had a clear goal and this is one of the reasons why I’m writing this today.

I’ve stumbled across our first website, that I created myself. I was surprised that I still like it, which doesn’t happen often, haha. I tend to be a perfectionist and I’m not sure if it’s good or bad, but in some way, it’s driving me to constantly improve and learn new things.

All I wanted to say is that back then, things were pretty clear and that’s obvious to me by just looking at the old webpage. I knew I wanted to create something that I can call my own, something that would represent both myself and Katarina. But above all I wanted to build a brand, that would in a way ‘organize’ every individual.

In a way, my work has always been about doing the basics right. I want to go back to simple products, which is what makes them special. But above all I wish BOO to be around for a long time and make products that are timeless.

It’s something that’s been bothering me for a while. As most of you know it’s not easy to survive in the industry and at some point we’ve lost our way. We started adjusting to the trends and straying away from our vision. This drove me to question what BOO really stands for? Where do we want to be?

I’ve known for a while now that I want to bring to the table is more than just the product design and the creative aspects. I want to impart a value which has been at the back of my mind from the very beginning.

I want to be more mindful and genuine. I want everything we sell to carry a deeper meaning. And I want to show the story of every product as clearly and transparently as possible. It comes down to improving material selection and helping customers make better decisions when purchasing a particular product. Our products should not just be eye candy but serve a purpose, help with organization and return things to their original meaning. These are the principles that get me out of bed in the morning and give me the drive to create.

This is the vision that I’ve been talking about.
BOO is SIMPLE but SPECIAL and we want to keep it that way and make it even more SUSTAINABLE. I wish you could share this passion so I’ll make sure it plays a big role in our collections and all the creative processes. We don’t want to just be another backpack brand.

And that’s that. You just got to the end of our first official blog post, haha.

I want to finish by saying a massive thanks for all the support you’ve given us through the years.

We’ll shortly share a few more posts about upcoming projects. As you can tell by now, we really want to make every future collection special. It should authentic and reflect what we do and who we ARE.

I hope you’ll join us on this journey.

Love, Dominika



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