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

The victim of the homicide on Cowichan Lake Road early Monday morning was 17 years old, and was stabbed in the incident. (File photo)
Duncan homicide victim was 17 years old

RCMP report that teenager was stabbed

Activists from the Fairy Creek Blockades hold the injunction application notice which was submitted by logging company Teal Jones to the B.C. Supreme Court. The application, which asks to have blockaders removed from the sites that stop access to cut blocks, is set to be heard on March 4. (Photo contributed/Joshua Wright)
Activists hunker down to protect Fairy Creek near Port Renfrew from logging

Forest company Teal Cedar applies for injunction to remove seven-month-old blockades

It’s been almost a year since the last public performance inside the Chemainus Theatre. (Photo by Don Bodger)
Lead donors pledge $60,000 in matching campaign at the Chemainus Theatre

Perrys, Hiltons and Duncan Iron Works help to Bridge the Gap during COVID shutdown

Doug Routley is the chair of a special committee on reforming the Police Act. (File photo)
Routley selected chair of a special committee on reforming the Police Act

Nanaimo-North Cowichan MLA acknowledges there will be a lot of material to process

Amanda Vance, executive director of the DDBIA, said the business organization will host a workshop for its members on how to deal with customers who refuse to wear masks. (File photo)
Workshop to help Duncan businesses deal with customers refusing to wear masks

DDBIA says businesses continue to deal with anti-maskers

Older rental apartments are prime candidates for renovations, and could result in lost affordable housing stock. (Zoë Ducklow photo)
B.C.’s renoviction overhaul a good start, but won’t preserve affordable stock, lawyer says

And still no protection for people who can’t pay rent due to COVID-19

(Photo by Marissa Baecker/Shoot the Breeze)
B.C. WHL teams to hit the ice with Kelowna, Kamloops hub cities

Kelowna, Kamloops centres chosen to host B.C. WHL teams for 24-game regular season

(File photo)
RCMP arrest man after report of gun-toting threat-maker near Parksville schools

43-year-old man taken into custody; students at nearby schools were asked to stay inside

The machines are akin to ATMs and allow drug users at risk of overdose to get hydromorphone pills dispensed to them after their palm has been scanned to identify its unique vein pattern. (CANADIAN PRESS)
Feds dole out $3.5M for ‘vending machines’ to dispense safer opioids in B.C.

The machines are located in four cities across Canada, including Vancouver and Victoria

Kelowna’s lakefront visitor centre is one of 130 around the province. Tourism businesses have been hardest hit by COVID-19 restrictions on travel. (Destination B.C.)
Tourism, small business getting COVID-19 help, B.C. minister says

$300M grant program has delivered $50 million so far

The incident happened in downtown Castlegar. Photo: Betsy Kline
Castlegar teen recounts stabbing after stranger breaks into grandmother’s house

The unnamed teen survived a terrifying attack Feb. 21

(Black Press file photo)
Agassiz boy, 11, dies from ‘extensive injuries’: Homicide team

Agassiz RCMP were called out Friday to assist with a child in medical distress

Most Read