Founded by Stephane Raynor in 1976, BOY London remains the brand that everyone wants. Everyone worn this brand, from Warhol to Madonna, from Punk to New Romantics, adopted as a uniform for each youth movement.
In fact, Stephane had sold 50 dresses for Malcolm Mclaren at his shop 'Let it Rock' before opening the legendary 'Acme Attractions'. When he opened the shop BOY London on Kings Rd in 1976, things really began to take shape: the brand was the epicenter of a new dawn both in fashion and in music.
Powered by a constant desire for reinvention and to set new styles and innovative trends, BOY London has quickly become the most iconic and well-known brand on the planet, imitated by all.
True to the original spirit of BOY, the new store in London has a continuously moving form, instillations of art and living design studios.
The shop sells on a weekly basis, times have changed, but BOY London remains influential as ever.