Tommy Bogo has a strong connection to his hometown of Oakland, California. Not only is his brand, TOMBOGO, based in the city, but it also draws constant inspiration from its vibrant culture for each collection. In his latest Girbogo jeans campaign, Bogo is bringing back a significant era in Bay Area fashion: the hyphy era. This movement was characterized by its unique blend of pounding beats and gritty, underground production style in hyphy music, which was pioneered by local producer Traxamillion. The genre gained recognition when Keak Da Sneak released the track “Super Hyphy.”
For the lookbook of this campaign, TOMBOGO enlisted the help of a new generation of Bay Area creatives who grew up during the hyphy era, which Bogo refers to as “neo-hyphy.” According to Bogo, the hyphy era gave rise to a generation of individuals who have had a profound impact on global culture. These individuals have gone on to become fine artists, actors, designers, and creatives who carry forward the legacy of the movement. This essence of “Neo-Hyphy” is precisely what Bogo aimed to showcase through this capsule collection.
Staying true to the spirit of the times, the Girbogo jeans feature a baggy and boxy silhouette. They come in traditional washed blue, as well as washed shades of black, green, and taupe. The double pockets on these jeans are lined with yellow, adding a touch of visual interest and uniqueness. With his Girbogo jeans campaign, Tommy Bogo pays homage to Oakland’s rich cultural history while also celebrating the next generation of Bay Area creatives who continue to push boundaries and make their mark on the world stage.
