Formula Boys is an independent creative label and cultural collective founded by South African hip hop artist LOOKATUPS. Based in Cape Town, the brand operates at the intersection of music, fashion, and storytelling, redefining what it means to be an independent artist in Africa today.

Since its inception, Formula Boys has embodied self-sufficiency and innovation, creating platforms that amplify authentic voices. Its flagship artist, LOOKATUPS, has earned recognition as Apple Music: Next Up, featured in Hype Magazine, SlikourOnLife, and performed at premier events including Cotton Fest, Sneaker Exchange, Sportscene Capsule Festival, Spotify's MOM Festival, and COMMUNITY Festival in Cape Town.

Formula Boys has built strong ties with leading lifestyle brands such as Adidas, Sportscene, etc, while championing a fresh, rebellious visual identity influenced by collectives like Cactus Jack, AWGE, and Boyz N Buck$. The label's unique in-house initiatives—like Formula Radio, a satirical radio/podcast series—have further cemented its reputation as a bold, culture-forward creative hub.