One-of-a-kind, retro-inspired robes
Why Boojicall?
“Booji” comes from the French word bourgeoisie—think fancy, lavish, luxurious. That spirit lives at the heart of Boojicall: a lifestyle brand that blends effortless luxury with a humble attitude and a spark of playfulness.
And yes… the name is a cheeky play on “booty call.” It’s bold, unforgettable, and perfectly captures who we are: confident, fun, and just a little mischievous.
Why Mens robes?
Our inspiration comes from a rich history of gentlemanly style. Once worn in smoking rooms by men swirling whiskey and lighting cigars—robes protected their clothing and defined a moment of pure indulgence. As times changed, the robe retreated to the bedroom…But we’re bringing it back! A classic revived with modern flair, vibrant patterns, and luxurious fabrics made in Jozi for the men of South Africa who appreciate comfort with character.
The Idea
Lucas
The Design
Our Fabrics
We handpick every fabric like it’s a rare gem and because we like to keep things exclusive, we only make a max of three robes per print.
our process
Every robe gets the VIP treatment with personal hand-packaging and obsessive attention to detail. Why? Because we’re low-key obsessed with making you feel fancy.
The founder
From the small coastal town of Knysna, founder Lucas Liepner grew up with a mind full of big ideas and creative projects.In search of a standout birthday gift for a close friend, Lucas imagined the kind of robe Hugh Hefner or James Bond would wear—classic, confident, luxurious. After an endless hunt, he discovered a vintage smoking jacket in a charity shop, and the idea for Boojicall was sparked.Soon he persuaded Claudia to join him, and together they began crafting one-of-a-kind, retro-inspired robes.Whisky enthusiast, vintage Vespa and car collector, banker to pay the bills and now founder of Boojicall, Lucas brings passion, personality, and a touch of swagger to the brand.
Designer & Co founder
Meet Italian designer Claudia D’Agnolo. Raised within an Italian family life and frequent trips to Italy, she grew up surrounded by art, style, and craftsmanship, with the hope of one day launching her own fashion brand.
After studying abroad in London, she launched her own couture label in 2020, specialising in women’s couture, eveningwear, and bridal. So Lucas has her testing her skills on menswear now.
Claudia joined Boojicall as Creative Director in 2022, bringing with her a love of exquisite fabrics, meticulous craftsmanship, and elegant, timeless design.
