Boogs Apparel was founded in June 2020 in the midst of a global pandemic and watershed moment for racial injustice and inequality. Our vision emerging, specifically, during the early days of lockdown when being quarantined prompted endless moments of reflection:
On what matters.
And, on the flip side-what doesn't. The magnitude of loss cut deep. Hopes and dreams of celebrating important milestones with loved ones vanished into thin air. Canceled competitive events unleashed anxiety and profound disappointment for the sacrifices and investments seemingly squandered. Sudden and unexpected joblessness, evictions, homelessness and food insecurity tragically upended lives. The anguish of racial injustice and systemic oppression bubbled to the surface. And the big, gaping holes left by thousands and thousands of departed, irreplaceable souls gave rise to immeasurable grief and fear. 2020 was heavy in a way that we had never experienced before.
And yet, despite the overwhelming darkness and despair, we chose to focus on the light. The need for grace and mercy and reassurance that all will be okay-to hang in there-was not just crucial, it was vital. believe in the power of positive affirmations and if ever there was time to be reminded of the intrinsic dignity and worth of ALL people, places and things, this was it.
This is how WORTH IT came to be.
Reinforcing the optimism of worthiness is the universal symbol of peace and hope contained within the calming image of the dove carrying the olive branch as the bearer of good news. Our hope is that my clothing and its simple, yet powerful WORTH IT message will be a conduit of positivity not only for the wearer, but also for the observer, who will see these words and benefit serendipitously from them as well.