Have you ever wondered who student-athletes are beyond their sport? What interests and hobbies they may have? What life they’ll pursue post-career? How being an athlete may complicate their personal identity? For some, their identity is more than what happens on the field or court. It’s about style, self-expression, and building a brand that lasts beyond their athletic career. For basketball player and entrepreneur Evan Guillory, fashion is a powerful tool to express individuality, both inside and outside the uniform.
Evan Guillory, founder of the upcycled vintage clothing brand, BOOCH, reflects on how his brand distances him from the typical student-athlete identity. Student-athletes often carry the weight of their team, their sport, and their academic responsibilities.“I don’t think my brand contributes to the student-athlete identity. The purpose is actually to get away from it,” Evan explains. Booch represents more than just clothing; it’s a personal expression of creativity and a connection to vintage fashion, carefully modernized for today’s culture.
Evan’s journey into fashion started with inspiration close to home—his older brother. “Growing up, I couldn’t dress, so I copied my brother a lot,” he shares. “He had this cool style, and over time, I found my own niche for styling. It brings me joy to see my ideas come to life, seeing people have a piece of me.”
Each BOOCH piece is designed with comfort and versatility in mind, offering customers the chance to feel confident and authentic in any setting. For Evan, the brand symbolizes creativity and individuality, allowing him to thrive in a space where he can be himself.
Balancing his brand with basketball, however, presents challenges. “Oftentimes, I question if I’m going hard enough in both lanes,” he admits. The pressure to excel in both athletics and entrepreneurship is a constant, but Evan has learned to manage his time effectively. “Being a college athlete teaches you time management. It’s all about setting a schedule and making time to thrive in both,” he says.
This structured approach has opened doors for Evan, including internships in styling and interior design. His peers describe BOOCH as “authentic, outgoing, calm, crazy, and high-energy,” a reflection of Evan’s multifaceted personality.
Balancing sports, school, and a growing business is no small task. Evan emphasizes the importance of passion and consistency in his work. “It’s not just about being the coolest or having the most popular brand,” Evan says. “I just hope people think it’s super chill—a dope dude who makes some cool clothes.”
Breaking out of the “just an athlete” mold comes with its own set of challenges. Evan rejects the notion that sports alone define him. The financial and personal costs of his business venture is significant, but his dedication keeps him moving forward.
For Evan, the ultimate goal is to grow BOOCH into a full-time business after graduation, offering clothing that makes people feel proud and joyful. While he acknowledges it might remain a side hustle, his passion for design and fashion will always be central to his identity.
As he continues to grow, Evan represents a new generation of student-athlete entrepreneurs who are finding ways to express their individuality and prepare for life beyond sports. His message is clear: “You should be doing it because it makes you happy, regardless of how others feel. You may not love it every day, but being passionate about it will help you stick with it.”
Through his dedication to both his athletic and entrepreneurial pursuits, Evan shows that student-athletes can redefine what it means to succeed, both on and off the court.
Instagram: @21reazonz_
& @boochstudios