BoogsApparel was founded in May 2020, at a time when the world was forced into reflection. In the stillness of quarantine, our vision began to take shape, built on the belief that even in the heaviest moments, there are reminders of strength, hope, and purpose that make it all WORTH IT.
We reflected deeply:
On life.
On living.
On what truly matters.
On what does not.
The magnitude of loss during that time was profound. Dreams of celebrating milestones with loved ones faded away. Canceled events brought disappointment and anxiety after months, sometimes years, of preparation. Joblessness, evictions, homelessness, and food insecurity tragically disrupted countless lives. And the absence left by thousands upon thousands of irreplaceable souls gave rise to grief and fear unlike anything we had ever known. 2020 was heavy in a way the world had never collectively experienced.
Yet even in the midst of that darkness, we chose to focus on the light. The need for grace, mercy, and reassurance that everything would be okay, and that we had to keep going, was not only important, it was essential. We realized that what carries us forward is the understanding that every person, every journey, every dream, every victory, and even every setback can be WORTH IT in its own way.
This is how WORTH IT was born.
WORTH IT is more than a phrase. It is a mindset. For one person, it may mean that the hard work and sacrifice to achieve a goal was WORTH IT. For another, it may be the reminder that love, family, friendship, or simply waking up to a new day is WORTH IT. Whatever it means, it is always rooted in positivity. WORTH IT adapts to each story, each perspective, and each individual, but the message remains universal: you, your journey, and your life are always WORTH IT.
At BoogsApparel, we call this Wearable Positivity. Our clothing carries this message in a simple yet powerful way, creating an experience that uplifts not only the wearer but also those who see it. A shirt, a hoodie, a hat—it is not just fabric. It is a daily affirmation, a symbol of hope, and a reminder that positivity is contagious.
The dove carrying the olive branch, a timeless emblem of peace and renewal, reinforces this optimism of worthiness. Our hope is that BoogsApparel serves as a conduit of encouragement and light, reminding everyone who encounters it, in big ways and small, that they are, and always will be, WORTH IT.
