Menswear fashion brand boohooMAN dropped a new entertainment show on its branded YouTube channel this week. Called The Heist, the 24-minute single episode was created by Cowshed Studios, part of Cowshed Collective.
The new show is part of a broader partnership which will see Cowshed produce multiple new entertainment formats for the boohooMAN YouTube channel.
Cowshed Collective co-founder and co-CEO Ryan O’Shea said: “This ground-breaking partnership with boohooMAN will enable our client to be at the heart of entertainment content, seamlessly delivering engaging content to a growing community of fans. Our best-in-class production team has shown once again that we can deliver premium entertainment to audiences in an efficient and effective way”
Samir Kamani, CEO of boohooMAN, added: “Cowshed’s partnership with boohooMAN marks a pivotal moment for both the brand and our community. Cowshed studios will ensure our brand will be at the forefront of social entertainment across YouTube, Instagram & TikTok, delivering a number of exciting formats for 2025.”
In The Heist, eight competitors compete in a high-stakes strategy-based competition for a £10,000 prize. In each round, the weakest link in the chain is eliminated, voted out by the group based on their performance. In the final round, the last three standing face off in a battle of wits to determine who will take home the cash prize. On the YouTube channel, BoohooMAN commented: “Only the strongest and most cunning mastermind will win, while the rest will leave with nothing.”
The show contains only minimal on-set branding for boohooMAN but at the end the cast urge viewers to checkout boohooMAN’s Black Friday sale (the run up to November 29). It has been viewed 7,600 times at time of writing.
The boohooMAN channel has 31,100 subscribers and promises “behind the scenes footage, exclusive celebrity interviews, challenges, clothing hauls and much more.” Other shows on the channel include Don’t Fumble With PK Humble, The Unfair Funfair and Versus. Versus launched a year ago and generated 100,000 views for its first ep.
