About the Founder

Yassin Bihi

Yassin Bihi is the visionary behind Nobs holdings Inc, a brand that reflects street-smart resilience and grounded ambition. Born with a deep respect for hard work and real-world hustle, Yassin grew up understanding the value of calculated moves, sharp honesty, and consistent effort. With roots embedded in culture and community, he draws from lived experience to craft a fashion narrative that speaks for those who grind in silence and shine with integrity.

Yassin is not just a founder—he is a strategist, a builder, and a symbol of persistence. Every stitch and statement from Nobs holdings Inc echoes his dedication to creating something bigger than fashion: a movement. His leadership is rooted in what he calls the CHESS philosophy, a guiding principle for business and life.

♟️ CHESS Philosophy

The brand’s foundation rests on five core values—each tied to the strategic mindset of chess and real-world success:

✅ C – Calculated

Every move is intentional. Yassin built Truckers BS with a strategic vision—prioritizing smart risk, thoughtful timing, and long-term impact. This is fashion that plays the long game.

🤝 H – Honest

Authenticity is non-negotiable. From the materials we use to the message we send, honesty drives our decisions. We represent what’s real—no fluff, no false hype.

⚙️ E – Efficient

Time is currency. Whether in design, production, or branding, Truckers BS streamlines its process to keep things smooth, lean, and forward-moving—just like a well-oiled machine.

🧠 S – Strategic

We don’t chase trends—we set plays. Strategy is at the core of our style and scaling efforts. Like chess, we think five steps ahead, preparing for the future while staying rooted in the now.

📈 S – Scalable

Growth is in our DNA. Truckers BS is built to evolve—ready to expand without losing its soul. From local streets to global markets, the brand is primed for the next level.