In Conversation With Jay George
Beyond the boy, Beyond the brand
Jay George, Founder & Creative Director of Beyond the Boy
Few voices resonate with the kind of emotional clarity and quiet rebellion that Jay George brings to the table. As the founder of Beyond the Boy, a fashion label rooted in self-expression, Jay is redefining what it means to style from the soul. His work transcends aesthetics - it's therapy, rebellion, celebration, and storytelling stitched together in fabric.
In this intimate conversation, Jay opens up about the origins of his brand, the healing power of fashion, and the delicate dance between creativity and commerce. From finding your voice when the world tells you to shrink, to resisting the pressure to water down his vision, Jay shares the real story behind the aesthetic: beyond the boy, beyond the brand.
What sparked your journey into fashion styling and eventually led you to launch Beyond the Boy?
It all started with needing a way to express what I couldn’t always say. Styling became my language when words felt too heavy. Over time, I realised it wasn’t just about how I dressed myself—it was about helping others feel seen in ways they didn’t know they needed. Beyond the Boy was born from that space: part healing, part rebellion, part celebration. It's about creating something for anyone who's ever felt like they didn't fit the mould, and giving them a new one—one they shape themselves.
Beyond the Boy is such a powerful name - what does it represent to you personally and creatively?
It’s a reminder that we are always more than what the world expects of us or who people think we are. The name came about when I met someone who had a preconception of me, but after a conversation, realised there was so much more to who I am as a person. Personally, it speaks to moving past assumptions, about identity, gender, ability and worth. Creatively, it gives me permission to create without barriers. It’s not just about going beyond the boy. It’s about going beyond any box we’re told to live in.
What part of you shows up in every piece?
Always the part that believes in possibility. There’s this mix of softness and strength that runs through everything I create—like a quiet kind of resistance. The idea that you can be grounded and still daring. That your story deserves to take up space, whether it’s loud or gentle.
Has fashion ever saved you, softened you, or helped you become more yourself?
Absolutely. Fashion has been a lifeline at times. It’s helped me reclaim parts of myself I thought I’d lost, and imagine new ones I didn’t know were there. It gave me freedom and control when everything else felt uncertain. And sometimes, it just made me feel good—and that in itself was enough.
Who are you dressing - the person they are, or the person they’re still becoming?
Both. I’m dressing who they are now—the person who’s survived, shifted, shown up—but also who they’re becoming. There’s something powerful about styling someone in a piece they never thought they could wear, and watching them realise: “Wait. This is me.”
Was there ever a moment where your creative voice felt too much, too loud, too different? What made you speak louder anyway?
Plenty of times. But I realised that being “too much” just meant I hadn’t found the right room yet. I kept going because I knew there were people—like me—who needed to see that you don’t have to dilute yourself to be valuable. You can be bold, tender, strange, emotional—and still be taken seriously.
“I reminded myself that this brand was never about chasing trends - it was about holding space for truth, style, and connection”
Jay George
Beyond the Boy isn’t just clothing - it feels like a movement. What message do you want people to feel when they wear your pieces?
I want them to feel brave. Whether they’re showing up in softness, in power, or somewhere in between—I want them to feel like they’re claiming space on their own terms. It’s about the freedom to feel joy, to express your identity, to honour your journey—even the difficult parts—and still feel good doing it.
What’s been one of your proudest or most meaningful styling moments so far?
Honestly, it’s those quiet moments—the look in someone’s eyes when they see themselves differently for the first time. Styling someone who doubted themselves into something that makes them walk taller… that never stops feeling special. It’s not about the clothes—it’s about what they unlock.
Building a brand from the ground up is no easy feat. What’s one challenge that tested you - and how did you push through it?
Learning to stay rooted in the vision when things got tough—financially, emotionally, creatively—was a real test. There’s pressure to water yourself down to be more palatable or profitable, but I chose to stay honest. I reminded myself that this brand was never about chasing trends—it was about holding space for truth, style, and connection.
How do you balance creative freedom with the business realities of running a fashion label?
It’s a dance. I honour both—creativity drives everything, but structure helps it survive. I make decisions through the lens of impact, not just output. It’s not about constant production—it’s about meaningful creation.
What kind of impact do you hope Beyond the Boy has on the next generation of creatives and designers?
I want it to give them permission—to take risks, to lead with feeling, to create from their lived experiences. I hope it shows them that fashion can be activism, therapy, celebration—whatever they need it to be. There’s no one way to do this, and that’s the point.
How do you want people to remember your work - as a stylist, a brand founder, and as a voice in fashion?
As work that helped people feel more themselves. Whether it was through a jacket that made them feel powerful or a campaign that spoke to something they’d lived through—I want it to feel honest. A little defiant, a little soft. Always human.
What’s in the future for Beyond the Boy?
We’ve recently partnered with CALM for our ‘Wearing is Caring’ campaign—a social experiment aimed at supporting those who are struggling. Through a simple QR code, people can access advice from a variety of voices, including some wonderful celebrity endorsements. It’s an opportunity to raise funds for something that truly means a lot to me, while staying true to our brand’s values.
I’m also thrilled to be collaborating with a premium outdoor brand for A/W, with designs already coming together and getting ready for production. It’s tightly wrapped right now but I’m really looking forward to sharing it with everyone!
On top of that, I’m working on an activewear collection for our gym-loving community, staying true to our ‘mind, body, and soul’ ethos. That’s going to be released in spring next year. There’s a lot in the works to grow Beyond the Boy, and I’m excited to see where it goes.
As our conversation winds down, one thing becomes clear: Jay George isn’t just shaping styles - he’s shaping narratives. Beyond the Boy is more than a brand; it’s a brave invitation to show up fully, feel deeply, and create without apology.
In a world that often asks us to choose between softness and strength, Jay reminds us that we can be both - and that’s where the true magic lives.