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

Various Victoria locations were hit with a slew of anti-bylaw graffiti Wednesday. This image has been altered to cover up profane language. (Submitted photo)
PHOTOS: Victoria hit with slew of anti-bylaw graffiti

Downtown businesses, bylaw office and Ministry of Finance vandalized

A pedestrian pushing a child in a stroller was struck by a driver while crossing a Highway 1 off-ramp at Burnside Road West on Feb. 24. (Google Streetview)
Pedestrian with child in stroller struck by driver in Saanich crosswalk

Incident occurred in crosswalk in Highway 1 off-ramp at Burnside Road West

Sooke Road was down to single lane alternating traffic after a motor vehicle incident Wednesday morning. (Google Maps)
UPDATED: Sooke Road reopen after motor vehicle incident

Emergency crews were on scene of Wednesday morning incident

West Shore RCMP headquarters in Langford. (Black Press Media file photo)
West Shore RCMP arrests two suspects in connection to View Royal arson

Investigators determined the fire was deliberately set, targeted

Visitors to Island View Beach Regional Park in Central Saanich could end up paying for parking. (Black Press Media File)
Proposed parking fees for Island View Beach under fire

Central Saanich councillor says timing could not be worse

B.C. health officer Dr. Bonnie Henry and health minister Adrian Dix wore pink shirts to showcase this year’s motto: “Lift each other up.” (Twitter/PinkShirtDay)
PHOTOS: B.C. celebs take a stand against bullying on Pink Shirt Day

‘We need to let young people know they are not alone and they can reach out to others for help’

Justin Morissette is still recovering from the injuries sustained in the altercation. He is not yet able to walk without assistance. (Justin Morissette, Twitter)
B.C. man suing city and police over violent altercation with anti-LGBTQ preacher

Justin Morissette argues police knew the threat the preacher posed, and failed to keep the peace

Mowi Canada West salmon farm in B.C. waters. Conservative MPs have backed an industry call for further discussions on the timeline for closing Discovery Island farms. (Photo supplied by Mowi Canada)
Conservative MPs back B.C. salmon farmers’ call for transparent discussions

Farm owners requested consultations, more time to leave Discovery Islands

Jack Barnes, who was Cowichan Valley Capitals property from May 2020 until last week, scores a goal for the Penticton Vees during the 2019-20 BCHL season. (Brennan Phillips/Black Press)
COVID-crunched BCHL facing trade deadline dilemma with its 20-year-olds

Hard decisions loom when BCHL may or may not resume play

UBC Okanagan students are among the most food insecure in Canada, according to a new study by UBC.
(Phil McLachlan - Capital News)
UBC Okanagan students among most food insecure in Canada

42.3 per cent either can’t properly feed themselves, or are worried they will soon run out of money

A Nanaimo RCMP vehicle in the Woodgrove Centre parking lot. (News Bulletin file photo)
Woman groped by stranger in mall parking lot in Nanaimo

Incident happened near bus loop Saturday, Feb. 20, at about 4:45 p.m.

A 19-year-old man is in police custody following a recent violent robbery and assault in Comox . (File photo)
Arrest made in violent robbery and assault of Comox gas station employee

19-year-old man in police custody after incident where woman was putting things in her car

COVID cases in the Bella Coola Valley have dropped to just four active cases (file photo)
Expanding social circles fuelling North Island COVID-19 spike

Comox Valley COVID spike the result of ‘a series of multiple social gatherings’

Average response times for critical “purple” and “red” calls were between nine and 10 minutes Feb. 19 in Metro Vancouver, with only less critical “yellow” calls receiving an average response time of 45 minutes. The longer than usual delay was due to a combination of factors, BC Emergency Health Services said. (APBC image)
After a night of one-hour waits for ambulances, union goes public with concerns

B.C. Ambulance Service says high-priority calls were still 10 minutes or less

Most Read