Bwoy Beatazz sounds either like wife beaters, or me actually beating down a boy…but the "bwoy" they’re referring to is actually that "bwoy…life hard eeh" sigh of misery we let out every now and then, as put by Leslie Hood, PRO for the brand:

" "It’s a concept, not a threat" refers to peoples apprehension upon hearing the words ‘bwoy beatazz,’ the Jamaican phonetic spelling of boy beaters. Typically they think it refers to literal women beating up men or a play on the term wife beater. However, the concept came about not as a way to bring down men, but as a means to encourage and uplift women. Bwoy Beatazz refers to women getting rid of their typical cry of frustration, ‘oh bwoy.’ It has nothing to do with physical violence, or mass female domination that is why we say "it’s a concept, not a threat."

So you see, this Jamaican brand is all about empowering the woman, as their two icons the lioness and the lotus flower suggests. Designer Dene Chung says her mission is to "create garments that are a physical embodiment of women’s inner lioness, a breastplate which serves as a constant reminder that we are more than our circumstances." Dene is "passionate about Bwoy Beatazz’s mission and currently uses it as an outreach tool to work with young women/lionesses who are seeking to find their pride, their place in the jungle of urban life. She seeks "not just to create a clothing line but to create a brand and ultimately a social group around positive influences for young women.
Well go Dene! The brand has been around for a couple of years and has outfitted several of our famous "lionesses" to date:

The line so far consists mostly of tops, hoodies and dresses. They’re planning launches in Japan and the US currently and have committed to donating 10% of all Jamaican profits to breast cancer related charities, so I implore all my lionesses to check them out and offer some support. They’re at myspace.com/bwoybeatazz , email bwoybeatazz@yahoo.com

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