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 B次元官网网址淗ot BossB次元官网网址� by the name of Rhylan Streloff.

JJB次元官网网址檚 Fashions in Trail has attracted over 1.2 million followers and over 22.7 million likes on video-sharing app TikTok.

B次元官网网址淲eB次元官网网址檙e literally ecstatic,B次元官网网址� said store employee Madicyn Dobie. B次元官网网址淲hen we hit one million followers, we were freaking out. WeB次元官网网址檙e from Trail, and itB次元官网网址檚 such a small town and a small area so for anyone whether a business or anything.

B次元官网网址淔or a million people to follow you when youB次元官网网址檙e from such a small area B次元官网网址� itB次元官网网址檚 insane.B次元官网网址�

JJB次元官网网址檚, 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 B次元官网网址淲hats PoppinB次元官网网址� in an effort to get their Hot BossB次元官网网址� attention.

The videoB次元官网网址檚 success was unexpected.

B次元官网网址淗e wanted to take the first video we made down,B次元官网网址� said Dobie. B次元官网网址淭hen we woke up the next day and it had three million views.B次元官网网址�

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

B次元官网网址淚t 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,B次元官网网址� said Streloff.

And as for the term B次元官网网址淗ot Boss?B次元官网网址�

B次元官网网址淚tB次元官网网址檚 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.B次元官网网址�

The JJB次元官网网址檚 team collaborates on all their videos.

The exposure proved a big help in launching JJB次元官网网址檚 online website, and while it hasnB次元官网网址檛 yet proved a huge financial windfall, its social-media reach is off the charts with over 100,000 million views so far.

B次元官网网址淭hat (the pandemic) was the reason I didnB次元官网网址檛 take it down, and we kept doing this,B次元官网网址� explained Streloff. B次元官网网址淎t 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.B次元官网网址�

JJB次元官网网址檚 has been in business for 37 years, started by StreloffB次元官网网址檚 grandmother in Castlegar and continued by his father. Streloff took over the business after working for 10 years in the oil and gas industry.

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