Culture, Collabs and Creatives: My Cup of Rooi (BOS) Tea

The idea of a collaborative culture with the intention of creating meaningful moments has been pursued by most top brands. Even with a global understanding of the market, effort, and trends in mind, the tier of authenticity, ingenuity, and vibrancy is not an easy find. Better yet, does your brand inspire? Does it stand for something beyond the profit line? Are you your customer's cup of tea?

Before we start spilling the tea —badum tss— BOS is more than just an iced tea product. It's a lively, fun-loving idea that embraces the power of connection, creativity, and genuine self-expression. BOS stands for well-being and wholesomeness. The brand's name empowers it to be spontaneous, adventurous, and delightfully unconventional, making every sip a refreshing experience both inside and out.

The First Sip...

Interestingly enough, my journey with BOS starts long before my GO BOS moment. My cup of tea begins a few years back, scrolling monotonously on Instagram. I'll never forget the FOMO (contextually for time stamp purposes) I experienced after my rabbit hole find. The signature red and yellow, along with its kaleidoscope of vibrant cans on the beachfront in Cape Town, were accompanied by some of the coolest merchandising I'd ever seen at a party.

I remember instantly sending a DM out of sheer admiration, aimlessly thanking anybody who would see that message for inspiring and sparking something that would only truly materialize years later.

NarowBi, the BOS of Indie Music Culture

NarowBi are, without a doubt, an important cog in the social sphere, establishing a creative platform for indie talent that is unafraid to experiment and express their individuality. Their contribution to the emerging alternative scene in Joburg includes hosting some of the most sought-after talent in South Africa, such as Roho, Muzi, Some.Unique.Individual, Marcus Harvey, Archi, Joda Kgosi, and Naye Ayla, to mention a few. The movement has undoubtedly shifted the culture in a promising direction.

The BOS collaboration goes beyond mere sponsorship. It’s the cultural co-signing of "we see you." It’s an endorsement of playful fusion, music, and lifestyle, allowing artists to bring together fans and new audiences alike through exclusive market-style events, limited-edition merchandise, and creative content. This relationship is a beacon for other indie artists, showing that with the right support, the alt-music scene in South Africa has the potential to grow into its own frontier. <See> NarowBi Highlights

GO BOS, a campaign...

Recognizing and paying homage to everyday South African BOS, creative entrepreneurs, and culture curators, BOS fosters a sense of community and collaboration. GO BOS's impact is already visible, with many featured collaborators gaining much-deserved attention and opportunities. By investing in the creative economy, BOS is ensuring that South Africa’s rich cultural heritage continues to thrive and inspire.

This initiative shines a spotlight on the nation's most promising creatives, dubbing them as the country's future amBOSsadors. From artists to musicians and fashion designers to filmmakers, the campaign celebrates those who push the boundaries of creativity.

CP(Tea) based, Mzansi by design and globally recognized

Collaborations that celebrate African creativity and culture. One such partnership is with Monkeybiz, a non-profit organization known for its incredible beadwork artistry. This collaboration showcases how BOS combines art and design to spread the African spirit through creative expression. By working together, they create unique, handcrafted products that embody the lively and colorful essence of both brands.

To explore how BOS continues to infuse creativity and culture into every collaboration, don't miss their exciting partnership with Monkeybiz. Discover more inspiring projects with BOS here.

Some Unique BOS, of Stagnot...

As for me... This collaboration has allowed me the freedom to explore the journey of becoming my own BOS. Whether I'm running day-to-day agency and publication, producing alternative R&B soundscapes, piecing together dope threads, curating the everyday visual scenery of life, or simply scripting a thoughtful story, I get to do this with the added liberty of enjoying a variety of organic tea blends from the La Familia.

Some.Unique.Individual x That Hue Experience - H.U.E

25 April 2024 BOS Moment -

H.U.E Release party in Observatory CT, {Once Again at Wendy's}

Oh & PS - if you dared to read this far. Here's a promo code 'suiBOS15' - get yourself a nice little treat this winter and create something worth spilling.