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 husband wife team of Brett Turner and Olivia Fobert are the bakers and makers behind Joy Road Catering who are opening up a pop up bakeshop this May in the former Craft Kitchen. (Facebook)
Pop-up bakeshop opening in downtown Penticton

Joy Road Catering’s Bakeshop will be offering breads, pastries, lunch bowls and a marketplace

Students from Summerland’s Okanagan College often posed for photographs on the Big Rock. The rock was on the northern slope of Giant’s Head Mountain. (Photo courtesy of the Summerland Museum)
Summerland’s Big Rock had been deposited during last ice age

Rock was once a prominent feature on Giant’s Head Mountain

A nurse performs a test on a patient at a drive-in COVID-19 clinic in Montreal, on Wednesday, October 21, 2020. (THE CANADIAN PRESS/Paul Chiasson)
30 new COVID-19 cases, five more deaths in Interior Health

This brings the total number of cases to 7,271 since testing began

(Stock photo)
EDITORIAL: The freedom to read

Books have been challenged many times in the past

The Penticton Speedway has been sold but the investment group who bought it is planning to create an enhanced racetrack and racing experience. (File photo)
Penticton Speedway sold and staying as a racetrack

Investment group that includes founder of Area 27 intends to buy the Speedway

Dr. Bonnie Henry talk about the next steps in B.C.'s COVID-19 Immunization Plan during a press conference at Legislature in Victoria, B.C., on Friday, January 22, 2021. THE CANADIAN PRESS/Chad Hipolito
456 new COVID-19 cases in B.C., 2 deaths

Since January 2020, 78,278 have tested positive for the novel coronavirus in B.C.

Numbers of new COVID-19 cases for the week of Feb. 14 to 20 appear to be trending down for all local health areas in the North Okanagan-Shuswap. (BC Centre for Disease Control map)
Colours on COVID-19 map getting lighter for North Okanagan-Shuswap

Number of new weekly cases reported by BC Centre for Disease Control drop throughout region

Royal LePage Place, along with the adjacent Jim Lind Arena are the two ice arenas operated by the City of West Kelowna..—Image credit: contributed
$442,200 to replace aging ammonia chiller at West Kelowna arena

West Kelowna is the recipient of a provincial grant to replace the ammonia chiller

NDP leader Jagmeet Singh holds a press conference on Parliament Hill in Ottawa on Wednesday, Feb. 24, 2021. THE CANADIAN PRESS/Sean Kilpatrick
NDP will not trigger election as long as pandemic continues: Singh

‘“We will vote to keep the government going’

Major renovations are planned for the Centennial Outdoor Rink in Vernon. - Photo submitted
$695K grant to get Vernon rink ready for next season

Provincial funding will go toward replacing chiller at Centennial Outdoor Rink

Smoke dissipates as fire crews respond to smoke that was billowing from a residential building in the 400 block of Fourth Avenue SE in Salmon Arm about 2:30 p.m. on Wednesday, Feb. 24. (Jim Elliot-Salmon Arm Observer)
Residents displaced following Salmon Arm apartment fire

Crews were called to the scene at 2 p.m. on Wednesday, Feb. 24

A chocolate banana cream pie, similar to the smaller version pictured, baked by the Shuswap Pie Company’s Tovah Shantz, fetched $5,000 in this year’s Heritage Week pie auction fundraiser for R.J. Haney Heritage Village and Museum. (Shuswap Pie Company photo)
Made-in-Shuswap pie fetches $5,000 in fundraiser

Heritage Week pie auction raises $51,500 for R.J. Haney Heritage Village & Museum

BC49 logo
$75K lotto ticket sold in Vernon

Check your tickets, someone is winning big through the BC/49

Highway 5 pictured at Zopkios Southbound, Feb. 25 morning. (DriveBC)
Winter storm warning issued for Coquihalla, Highway 3

Up to 30 cm of snow expected by Friday (Feb. 26) morning

Most Read