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

Stock photo
LETTER TO THE EDITOR: Let’s find a cure for potato pox

What happened to the clean-skinned potato of my youth, asks letter writer

An app available through the Vancouver Island Regional Library’s website can help students during COVID times. (Stock photo)
New library app can help families with online learning

Sample tests, virtual flashcards available through Vancouver Island Regional Library’s website

The Nanaimo Clippers in action at Frank Crane Arena in early 2020. (News Bulletin file photo)
Nanaimo Clippers for sale as owner says hockey won’t be back to normal any time soon

Wes Mussio says he’s had numerous inquiries about the junior A club already

The current boat used by Rugged Coast Research Society for remote shoreline cleanup operations will be replaced by a landing craft that will allow society members to haul four times as much marine garbage per trip from Vancouver Island’s remote shorelines. (Agathe Bernard photo/Rugged Coast Research Society)
Nanaimo-based research group needs bigger boat for coastal cleanups

Rugged Coast Research Society raising cash for landing craft to pull trash from remote shorelines

Pet owners are leaving more dog waste than ever before on Nanaimo’s paths and trails, says letter writer. (Stock photo)
LETTER TO THE EDITOR: Dog owners need to pick up after their pets

Letter writer says he’s ‘disgusted’ by dog walkers not picking up their dog waste

A health worker holds a vial of AstraZeneca vaccine to be administered to members of the police at a COVID-19 vaccination center in Mainz, Germany, Thursday, Feb. 25, 2021. The federal state of Rhineland-Palatinate, start with the vaccination of police officers in internal police vaccination centers. (Andreas Arnold/dpa via AP)
B.C. officials to unveil new details of COVID vaccination plan Monday

Seniors and health-care workers who haven’t gotten their shot are next on the list

A boat caught fire in Ladysmith Harbour on Saturday morning. (Photo submitted)
Search underway for missing woman after boat catches fire in Ladysmith harbour

A large boat caught fire on the morning of Saturday, Feb. 27

Lone orca from a pod that made its way north from Georgia Strait and into Discovery Passage on Saturday, Feb. 27, 2021. Photo by Ella Smiley/<a href="https://www.facebook.com/Comoxvalleywildlifesightings/?ref=page_internal" target="_blank">Comox Valley Wildlife Sightings </a>
Island wildlife viewers thrilled by close view of passing Orca pod

Group gives wildlife photographers a classic opportunity to view them off Campbell River shoreline

An investigation is underway after a man was shot and killed by Tofino RCMP in Opitsaht. (Black Press Media file photo)
Man shot and killed by RCMP near Tofino, police watchdog investigating

Investigation underway by Independent Investigations Office of British Columbia.

A crossover utility vehicle smashed through the front of a business on Bowen Road on Friday evening. (Chris Bush/News Bulletin)
Vehicle smashes all the way into business on Nanaimo’s Bowen Road

No serious injuries reported after incident at Venue Financial Centres

Snuneymuxw artist Eliot White-Hill, Kwulasultun is among the artists participating in the Nanaimo Art Gallery’s Rain Shadow exhibit. His piece, ‘We Fell from the Sky/Together and Apart,’ depicts a Snuneymuxw creation story. (Josef Jacobson/News Bulletin)
Nanaimo Art Gallery exhibit explores the ways people think about place

‘Rain Shadow’ features work mostly by Vancouver Island and Gulf Island artists

Jasmine and Gwen Donaldson are part of the CAT team working to reduce stigma for marginalized groups in Campbell River. Photo by Marc Kitteringham, Campbell River Mirror
Jasmine’s story: Stigma can be the hardest hurdle for those overcoming addiction

Recovering B.C. addict says welcome, connection and community key for rebuilding after drug habit

Wayne Allen's graduation photo from Chemainus Secondary School. (Photo submitted)
Brother charged with murder in Vancouver Island teenager’s Ontario death

Jesse James Allen stands accused in the death of Wayne Allen, a 2020 Chemainus Secondary grad

Baldy Mountain Resort was shut down on Saturday after a fatal workplace accident. (Baldy Mountain picture)

Most Read