Dear customer. Let us explain, with questionable humility, how we try to do things a little bit differently in our industry. You see, there's an idea behind this whole Boom project, beyond taking photos of cool people and selling clothes. We've tried to lay it out sharply below. Love, Boom
A range of 150,000 products
Adds between 5,000 and 20,000 new variants a year.
Expressive, modern designs
Copies the fashion houses' approach, but at a price where the quality can't keep up.
Makes us think: what about fewer, but nicer, expressive items?
Defines your look
Copies the fashion houses' approach to fashion, but at a price where you have to compromise on quality.
Makes us think: the staples of our wardrobe had better just be simple.
New products and variants rather than new photoshoots
When there's always a new collection on the way, there's often only time to interpret each design in a single photoshoot.
And then it's on to the next style.
A range of 15 products
We ask ourselves: what is the most essential thing in a wardrobe?
As simple an expression as possible
We ask ourselves: what does the simplest t-shirt, knit or shirt look like?
The clothing should appeal to as many people as possible.
Your backup dancer
Not designed to take the focus. It's your backup dancer, who knows the moves but stays in the background.
Its role isn't to define your look - that can be your new shoes, your lovely jewellery, or just your eyes!
The same product in new contexts - again and again
Since our range doesn't change very much, we have time to interpret the same products many times in our pictures.
That way we keep rediscovering how they can be worn.



