Dig Baton Rouge

Boss Em

Destiny Johnson brings her childhood dream to life

Local 23-year-old designer and business owner, Destiny Johnson’s new clothing line, Boss Em Urban Wear, has been in the works since she was only eight years old. Growing up with deeply rooted passions for music and dance, Johnson knew that she wanted her creations to reflect the trendy, urban style of her New Orleans hometown.

“What eight year old says that?” Johnson laughed. “But I did. I’ve always said that I want to be an entrepreneur.”

Boss Em Urban Wear began taking orders on May 1 of this year and includes t-shirts in eight different colors, as well as four colors of “dad caps” with more designs already in the works. So, how exactly did Boss Em Urban Wear make the transition off of the drawing board?

“I graduated from LSU in August of 2017 and life wasn’t going the way I wanted it to,” Johnson said. “So I decided to take matters into my own hands and do something that I’ve always wanted to do.”

Work began on brand building a few months later in December 2017, making the process a short six months until orders were ready to be taken in May. With even more support than anticipated from family, friends and coworkers, Johnson surpassed her initial goal for Boss Em by ten orders.

“It was surprising—a lot of people I hadn’t talked to since graduating high school were excited to order.”

To achieve the look she wanted, Johnson searched Instagram for photographers and videographers who matched her style and aesthetic.

“I asked a few of my friends if they wanted to do [a photoshoot], and they all said yes. We put some loud music on and just had fun on a downtown, Baton Rouge rooftop.”

Boss Em Urban Wear represents a lifestyle, which is why it was named so intentionally.

“Boss Em goes back to always wanting to be an entrepreneur,” Johnson said. “It means to be in control of yourself. To own the things that you like and don’t like, the situations that happen in your life … it’s not about other people; it’s about being the boss of your own life.”

The bow tie aspect of Boss Em’s logo design represents this confident mentality and the fleur-de-lis pays respect to Louisiana, her roots and the heart of her business.

With the fall season approaching in a few months, Johnson is looking ahead. A website is in the works, as well as possible plans to connect with vendors at events across Baton Rouge to give Boss Em the exposure that it warrants.

“I want to expand to long-sleeved shirts, sweatshirts, sweatpants, beanies. I’ve even started planning for next summer, too.” When prompted if going national is an option, Johnson smiled and assured, “I want to go as big as I possibly can. People stop me and compliment my shirt or my hat, and I get to say, ‘Hey thanks! It’s my line.’”

Keep up with Boss Em Urban Wear on socialmedia @bossemurbanwear.

Photos courtesy of Jeffrey Brandon

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