Bobo brand

Bohème, derived from the French word Bohême is a compound of Proto-Germanic *haimaz ("home") and Boio- ‘the Boii’, the Celtic tribe previously inhabiting the area.

It refers to a person with financial means and liberal, left-wing political views, with musical, artistic, literary or spiritual pursuits and a Parisian attitude.

[4] Less political and more materialistic than the group of caviar socialist, French Bobos design their lifestyles in a mix that includes luxury, middle-class classics, and student-style cheap 'n' chic.

The "bobo phenomenon" provided China an opportunity to reconcile materialism with spirituality and élite status with egalitarian ideals, in a country where the bourgeois is statistically small and the bohemian group is non-existent.

They describe themselves as sustainable consumers, but their appreciation for organic products and eco-friendly services appears to be more a way to claim their own social status and showing their identity, rather than a consequence of actual environmental concern.

The Bobo orientation towards products includes artisanal, custom-made or locally produced commodities as opposed to mass-produced goods.

They search for goods and services with large attention to small details in order to satisfy their need to be perceived organic and anti-consumerist.

[10] Generally speaking, when it comes to fashion, Bobos avoids well-known luxury brands and opt instead for lesser known designers.

The need for "natural" values and the creativity of Bobos have started a lifestyle that has influenced various life contexts, from the way of dressing to the local production of food.