Chongqing - "If you truly love something, you should concentrate on the thing itself, paying less attention to external factors such as identity or status," advised DJ Cell, co-founder of Whoosis, who started his career at 17 with no business background yet achieved phenomenal success through sheer effort.

Established in 2015, Whoosis, a local trailblazing brand, is redefining business by intertwining its unique spirit and culture into a diverse array of activities, captivating the youth with a profound spiritual resonance. 

"Respect people over job titles" is the ethos of Whoosis. As an American street-style clothing brand inspired by life and cultural passion, it fosters deep collaborations with musicians and illustrators, bridging fashion with various art forms like photography and music.

Decade of tenacity earns admiration from youth

Cell mentioned that as early as 2011, he and other founders began immersing themselves in American streetwear brands by watching vintage videos.

They discovered that much of American street culture originated in their local communities, with brands organizing various activities such as parties, radio shows, performances, and food sharing.

These events not only unfolded within the community but also became symbols of these brands. Cell reminisced, "We were very drawn to this lifestyle, so we wanted to do things we loved and organize events in our city. That's how the Whoosis brand started." 

Cell is engaging with young people at the Whoosis offline event. (Photo/Whoosis)

Whoosis is defined as a streetwear brand because its activities, including parties, pop-up stores, and radio events, foster a strong youth connection and allow consumers to immerse themselves in the brand's culture. "That's what makes the brand unique," Cell said.

Cell believes that captivating contemporary consumers, especially the youth, demands more than just design; it requires a deep resonance. His enduring tenacity over a decade has garnered significant admiration from the younger generation.

"There were eight or nine years in those ten-plus years when you couldn't find financial support and couldn't see the hope for the future," he said. "I also hope that through my experience, I can teach them the right mindset to face life—that's the spirit of the slogan."

DJ's role sets him apart in the branding world

Cell prefers to be known by his musical persona, DJ Cell. "Being a DJ was my earliest dream, and now I turned this passion into one of my professions," Cell reflected. "This identity has allowed me to connect with musicians from around the world."

DJ Cell is performing. (Photo/Whoosis)

As a DJ, Cell often performs in Thailand, Japan, and Korea, collaborating with renowned DJs such as DJ Marzy in Tokyo and DJ EJ in London. 

"I also often invite musicians from Japan, Korea, the UK, the US, etc., to come to Chongqing to record radio shows with us, also help them with their China tours in other cities," DJ Cell added.

A photo of Cell (left) with legendary designer Jeff Hamilton (right). (Photo/Whoosis)

DJ Cell's unique dual role sets him apart in the branding world. He holds that transforming a hobby into a career offers special opportunities and rewards.

For instance, he gained the chance to interact closely with the youth through nationwide performances. "It's a way for me also to quickly understand what today's youth are thinking, essentially a process of mutual learning and the blending of ideas," he said.

"In the next 10 or 20 years, I hope all Chinese youth can understand the spirit of the Whoosis brand," Cell added. "Showcasing my unique lifestyle or personal experience through my brand design, if they like it, can provide them with some reference or inspiration."