Brand Licensing Expo- London Booth is running in full swing! 😎

Boogas Socks- unboxing 🔥 👀

Behind the scenes of @Boogas Keychains and the process.

At 12, I thought life was fucking amazing. Then ambition taught me to treat half of it like wasted time... THE CODE 001 MODERN LIFE. PREHISTORIC JOY. We’re starting something new inside BOOGAS. BOOGAS has always been about putting a bounce in your step. But over the last few years, I’ve realised how personal that idea actually is to me. For a long time, I had a problem. I became so focused on achieving things that almost anything that didn’t move me closer to my goals started feeling like wasted time. > Cooking? Waste of time. > Buying groceries? Waste of time. > Messing around with friends? Waste of time. > Sitting somewhere doing absolutely nothing? Waste of time. > Sometimes even having fun felt like wasted time. And eventually, that way of thinking started costing me the exact things I was supposedly working so hard for. > My health. > My relationships. > My family life. > My happiness. > My ability to actually enjoy being alive. And the weird thing is, I was always the happy one. I remember being about 12 years old, headphones on, walking to the bus stop with a bounce in my step, completely lost in the music. I’d get on the bus still singing to myself, look around at all the miserable faces and genuinely think: What the fuck is wrong with these people? Life is fucking amazing! I didn’t have some great philosophy back then. I wasn’t thinking about success, productivity, or purpose. I WAS JUST THERE! Music was enough. Walking to the bus was enough. Being alive was exciting. Somewhere between being that kid and becoming an ambitious adult, I lost a bit of that. And strangely, building Boogas started bringing it back. The more I thought about this ridiculous idea of a caveman suddenly being dropped into the modern world, the more something started to click. Imagine how insane our everyday lives would look to him. > Hot showers. > Coffee. > Music. > Cars. > Airplanes. > A fridge full of food. > Jumping into the sea. > Playing football. > Sitting around a fire with your friends. We experience things every day that would look like absolute miracles to someone from another time. And somehow, we still manage to stop noticing them. That’s when THE CODE 001 really started making sense to me. MODERN LIFE. PREHISTORIC JOY. Stop outsourcing joy to future success! > Work hard. > Build things. > Chase ridiculous goals. But don’t forget to actually be here while you’re doing it. Don’t make happiness something that only happens once you finally reach the next goal. So this is the new BOOGAS community ritual: FIND ONE PIECE OF PREHISTORIC JOY EVERY DAY. Something small. Something stupid. Something that makes the caveman inside you go: OOGA BOOGA. THIS IS FUCKING GREAT. > A swim. > A ridiculous meal. > Playing with your kids. > Lifting something heavy. > A sunset. > Football with friends. > Dancing in the kitchen. > Coffee in the sun. Whatever yours is. There are no wrong choices. Then share it with the community: THE CODE 001 TODAY’S PREHISTORIC JOY: _______ > No competition. > No optimization. > No productivity hack. Just a reminder to notice the ridiculously good parts of being alive. I know I’m not the only ambitious person who has struggled with this. So let’s do it together! Let’s build a community that actually makes the people inside it better off. > More present. > More playful. > More grateful. > More alive. And hopefully, with a little more bounce in their step. THE CODE 001 MODERN LIFE. PREHISTORIC JOY. ROK BOOGAS Co-Founder