Singer re-tools hip-hop catchphrase as clothing line
WHEN Usher sang “My Boo” to Alicia Keys back in 2004, the song became an instant R&B classic. Now Mi Sandi is making it her own. Known to her fans as Peek-aBoo, the Myanmar hip-hop icon has launched her own clothing line, “My Boo”. The singer says she started the venture, aimed at young men and women, with her earnings.
Eight kinds of girls’ wear and seven kinds of boys’ wear, along with pillows and hats, will bear her trademark.
“I named my brand My Boo because it’s hip-hop slang for ‘my love, my sweetheart, my baby’,” she said, alluding to Usher’s linguistic pioneering.
“My brand also represents love. I chose the name because the nickname my audiences gave me is ‘Peek-a-Boo’.”
Decorated with teddy bears or inscribed with slogans like “Don’t Touch My Boo”, her garments were designed mostly by the artist Ko Aung Zaw Tun.
“She and I have worked together since we created the pillows with the pyit taing htaung images,” Ko Aung Zaw Tun said. “She consulted with me, saying she wanted to produce T-shirts, and we’ve been working together for the past year.
“She told me she wanted to use the toy bears images that she loves, so I incorporated the bears into the designs,” he added.
My Boo casual wear is a limited collection, and each design is restricted to 150 units. T-shirt prices range from K11,000 to K17,000. Pom-pom leather hats go for K8000 and K12,000.
The fabrics used in the collection are mainly imported from Thailand and China, where the hats are made.
Other garments are factorymade in Myanmar, Mi Sandi said. The My Boo brand will be mainly distributed by Genius clothing (Yangon and Mandalay) and also sold online. At the launching ceremony at the Hledan Centre on October 5, My Boo products were sold at an initial 10 percent discount.
Mi Sandi poses with her pyit taing htaung pillows in a promo for her new My Boo line.