Every Brand Has a Story. Ours Is Classified

BOHICA was not built in a boardroom. It was built in the field, forged by experience, and designed for those who understand that life will bend you over again and again—and that the only response is to keep moving forward.
The BOHICA universe is the story of that mission

Field Operatives

Every mission has its team. Meet the faces behind BOHICA

DJ

Master Sergeant David Javier Ramos is a Puerto Rican veteran, renovation contractor, and the steady hand behind the team. Once an Airborne Ranger, he was reassigned to an administrative role after a combat-deployment incident, eventually rising to E-8 through relentless discipline and attention to detail. Known as “Midnight” for working long after everyone else leaves, DJ uses dry humor, hard work, and structure to carry the weight of a complicated personal life. He is TJ’s mentor, senior enlisted counterpart, and the one most willing to challenge him when the mission—or his judgment—goes off course.

TJ

Captain Tyler James Morgan is a former football prospect and Airborne officer from Greenville, North Carolina. Charismatic, athletic, and fearless under pressure, TJ earned the callsign “Waybo” during a firefight in Afghanistan after stopping an insurgent from launching an RPG in a moment of reckless bravery. Now serving in an administrative command role, he struggles to reconcile his need to be the hero with the responsibility of leading others. Beneath the bravado, jokes, and pranks is someone still searching for purpose—and someone who deeply respects DJ, even if he rarely admits it.

The BOHICA chronicles

Follow DJ and TJ through the missions, the setbacks, and the search for the antidote. The BOHICA Chronicles is the visual story of what it means to keep going when everything pushes back

ISSUE 2 COMING SOON

ISSUE 3 COMING SOON

BOHICA BRAND