2024

Boxing

Bullyboy is back with another daring showcase of streetwear that pushes the boundaries of creativity and style. Our latest boxing-themed shoot, captured by the incredibly talented Raphael Blue, takes place in the gritty, moody setting of an underground parking lot. This campaign isn’t just about fashion; it’s a narrative brought to life through the lens of one of South Africa’s most dynamic photographers.

Featuring two models playing the roles of boxers, the shoot tells a story of resilience, strength, and breaking conventions—all while highlighting key pieces from our collection.

Photographer: Raphael Blue , Stylist: Jordan Potgieter , HMUA: Caitlin Gronow , Model: Keagan , Model: Ivy , HMUA Assist: Cerys Gronow , PA: Bia

Setting the Stage: The Underground Ring

The underground parking lot provided the perfect backdrop for this campaign. With its dim lighting, concrete walls, and industrial vibe, the space captured the raw energy of a boxing match. This atmosphere added depth and grit to the story we wanted to tell, emphasizing Bullyboy’s ethos: "Escape the ordinary."

The Story of the Boxers

The models in the shoot weren’t just showcasing our apparel; they were embodying characters. One of the boxers, wearing our iconic baby tee, challenges traditional gender norms by rocking a piece typically designed for women. This bold statement underscores our commitment to individuality and breaking societal molds.

Their poses and expressions simulate a fight—a battle not just against each other but against conformity.

Escape the Ordinary

At its core, this shoot is about challenging norms—in fashion, in storytelling, and in life. The decision to have a male model wear a baby tee isn’t just a stylistic choice; it’s a statement. It’s a reminder that streetwear is for everyone and that breaking away from the expected is where true creativity thrives.

Join the Movement

Bullyboy isn’t just a brand; it’s a call to action for anyone ready to break free from the mundane. This boxing-themed shoot is a testament to the power of individuality and the boldness it takes to rewrite the rules. Join us as we continue to redefine streetwear in South Africa.

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