The Boski label is attracting more than its fair share of attention of late.

Now in its 3rd year, Nick Mahoney’s baby has developed from a small operation dabbling in tees for himself and friends, into a full-blown menswear label, complete with tees, vees, vests, sweats, hoodies shirts and jackets.

One very appealing thing about the Boski brand is that Nick avoids seasonal releases, preferring to add new designs to the collection throughout the year. This keeps the vibe fresh and the customers interested.

Nick cites “happy thoughts and original imagery” as his inspiration, adding that “some tell a story, some reflect human emotion and some are simply eye candy for the viewer”.

We caught up with Nick to ask how it all came about……

What’s the story behind the way that your label/store started? Take us on a personal journey…
Boski started in a tiny shed in Geelong. Printing about 10 tees at a time and trying to sell them in Geisha St. The next 2 years were a bumpy ride; having no business training or tertiary experience I had to learn things the hard way. Having said that I wouldn’t change a thing, I’ve met so many amazing people along the way willing to help each other succeed.

What is your label’s philosophy that makes you so different from other brands?
Not sticking to particular trends makes our designs unique and different from the mass-produced market. All designs are hand printed by us and made in limited runs so there wont be many others wearing the same stuff as you.

Which kind of clientele do you attract? Who wears your clothes? Where do they wear it to?
Guys who want to have fun with what they wear and look unique. Boski could be worn anywhere. You could wear a yardage print hoodie to a hip hop show or a dress shirt to a wedding..

What is the biggest trend for spring/summer 07/08?
Drinking beer with your mates in the sun while wearing long light coloured singlets, hoods and tees with fat sharp prints and black vests.

Who/what are your inspirations?
Other Aus fashion labels, beer, not working for the man, music and friends.

Which item do you expect to sell a lot of throughout the warmer months?
Lightweight reversible hoodies and vests.

Write a short quote (one sentence) to describe you or your label?
Wow your looking sexy tonight!

Stockists:

VICTORIA
Geisha St. - (03) 5221 0033
Kids In Berlin - (03) 9329 5578
Maverick Brighton - (03) 9592 1677
Design A Space - (03) 9510 0144
Oscar Calvo - (03) 9410 0243
Mldenim - (03) 9521 3330
Lenko Boutique - (03) 9654 9959
Queen Windsor - (03) 9529 3191
Queen Fitzroy - (03) 9416 4964

QUEENSLAND
Haight & Ashbury - (07) 4153 1040
Tribute Clothing Co - (07) 4724 2998
Cylinder - (07) 3252 0070

NEW SOUTH WALES
Oxi Clothing - 02) 9519 1778
Ramjet Assortments - (02) 4926 2839