Josh Lefers and Stephen Wools, YouTube superstars and the duo behind Doss Blockos beer, chat to Gemima Cody
Free Sh!t Men was about getting everything for free. What was your best score?
Steve: We got a free racehorse worth $60,000, and a house at the end of the series. We both got a Brazilian wax – and I’ve got a tattoo for life. Getting a coffin was the weirdest episode. We saw the chill room with the dead bodies, and then we walked off down the street with a coffin on our shoulders.
Do you still try to get everything for free?
Steve: That’s how we started our businesses. We had all these ideas, no cash and didn’t want to get a bank loan. We’re both Dutch, so we’re tight-arses.
Is that why the Doss Blockos brand is based on squatting in New York?
Josh: We spent time with some squatters in New York, who shared our ideals in terms of free living and doing what you want – not worrying about the commercial or financial aspects of life. So the beer’s based on the romantic side of squatting – not breaking into houses and screwing over landlords.
Why brew? It’s a big departure from your other work.
Steve: We're excited by products with awesome stories – we wanted to give people more, rather than just saying, "Hey, here’s a beer." So, our ginger beer (Lick Pier) is based on beach culture and Fog City cider promotes urban foraging. And we like the drinks themselves. Personally, I don't like bitter, heavy beers. Doss is a North American easy drinking lager.
Josh: They're all sessionable. Full of flavour, but you could drink about a billion.
You do viral campaigns rather than commercials for promotion, right?
Josh: They’re not viral campaigns. They’re earnest action adventures. We decorated public toilets and left a six pack of Doss Blockos in there to give to the community in a fun, interesting way. We’re talking with companies like SBS about a potential documentary – there’s an abandoned brewery underneath New York city. We want to find it and set it up again.
What else are you working on?
Josh: Five feature films and TV shows; a vodka – that’s hush hush. And we've just toured with Aqua.