From Warhol, to Madonna, Punks through to New Romantics, club kids to fashionistas as well as big superstars such as Rihanna, have all worn BOY. Adopted as the uniform of choice for every youth movement that has mattered, the brand has outlived them all, the unmistakable spirit that borught BOY its success is still alive today
Before BOY, Stephane the owner, had been selling 50s clothing to influentials in fashion. This hows that he had already had a great flare for clothing and design. passion for the brand amongst those versed in its history kept the label alive throughout the nineties. In second hand stores and charity shops the world over, original BOY pieces became the most fetishised of finds. Then, in 2007 rumours began to circulate that the legendary label was returning.
Sure enough, Stephane’s latest venture, a store named SICK (located on Redchuch Street in the heart of East London), soon emerged and with it came the relaunch of BOY. The shop has seen international success now, even finding some of the items in local stores. It's amazing what a dream can make you do. For me, personally it's the boldness and chicness of the label, it doesn't scream too loud but it demands an aesthetic attention. It has an trademark underground feel and one can't help but feel like a rebel when you won one of their pieces.
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visit the official BOY website for more information.
xx
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