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Founded by Stephane Raynor in 1976, the story of BOY is a true one off, in that that the wildest rumours and legends that surround it couldn’t hope to compete with the reality. Beloved by the underground, but frequently courted by an overground hungry for a piece of BOY’s trademark attitude, it remains the label that everyone wants in on.

From Warhol, to Madonna, Punks through to New Romantics, club kids to fashionistas, all have worn BOY. Adopted as the uniform of choice for every youth movement that has mattered, the brand has outlived them all, with the unmistakeable spirit that underpins all things BOY remaining the same today as when it was first formed…

The rich history of the brand inevitably reads like a ‘who’s who’ of fashion and music. Prior to conceiving BOY, Stephane had been selling 50s clothing to Malcom Mclaren at his shop ‘Let it Rock’ before opening the legendary style outlet ‘Acme Attractions’ - which counted punk DJ and film maker Don Letts, and ex Pil member and current Rough Trade MD Jeanette Lee on its payroll.

It was when he opened the BOY store on the Kings Rd in 1976 that things really began to take shape though. Every day of trading the streets outside the shop would be packed with its elaborately dressed and styled clientele, whilst inside Billy Idol worked the till and Phillip Salon made the tea. BOY was the epicentre of a new dawn in both fashion and music, defining the spirit of punk and birthing the New Romantic scene that appeared in its wake.

Raynor briefly lent his hand to opening another famed store, PX, in 1978, where under his guidance the scene surrounding him and his enterprises (led by Visage’s Steve Strange and DJ Rusty Egan) came to be known as the infamous ‘Blitz Kids’ (the original club kids), before returning his full focus to BOY LONDON in 1980.

It was from here that the creative element of BOY came into its own and things started to go into the stratosphere. Fuelled by a constant desire for reinvention and a hunger to set innovative new styles and trends, BOY quickly became the most iconic and talked about label on the planet.

This was the time when the label’s famously riotous catwalk presentations (as much art happenings as they were runway shows) were the wildest events in the fashion calendar. Where the brands Parisian nightclub ‘CLUB BOY’ rose to notoriety as the most scandalous thing to hit the city in decades, before finally imploding in 1985 at the height of its notoriety.

Yet amongst all the chaos surrounding the operation one thing was abundantly clear: BOY had become THE must have label of the era, snapped up by those who could get it and imitated by those that couldn’t. The prominence of the label continued throughout the 80s and into the 90s, where trademark BOY tees were adopted as the uniform of choice for the acid house movement and the Ibiza explosion, and were an unmissable presence during the summer of love.

Then, at the height of its fame, BOY finally buckled beneath the numerical demands of an international buyers list that had spiralled out of control, causing the label to indefinitely close its books…

The story doesn’t end there though. Word of mouth and a 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.

True to the original spirit of BOY, Sick is not a shop in any conventional sense, but a rather continually shape shifting whirlwind of basement parties, living art instillations and design studios. This ‘anything goes’ approach to the space restored the trademark BOY notoriety to the fashion landscape, whilst also introducing the attitude of the label to a whole new generation of fans.

Packed with one off original pieces and classic BOY prints (as well as new collaborations with cutting edge designers), the fact the store sells out on a weekly basis tells you everything you need to know; times may have changed, but BOY remains as influential, and in demand, as ever.

Words: William Wright

由Stephane Raynor于1976年创立,BOY的故事是真正的一次,因为围绕它的最疯狂的谣言和传说无法与现实竞争。深受地下人士的喜爱,但经常因为BOY的商标态度而感到饥肠辘辘,它仍然是每个人都想要的标签。


品牌的丰富历史不可避免地像一个时尚和音乐的“谁是谁”。在设想BOY之前,Stephane在他的商店“Let it Rock”中向Malcom Mclaren出售了50多件服装,然后打开了传奇风格的出口'Acme Attractions' - 其中包括朋克DJ和电影制作人Don Letts,以及前Pil成员和现任Rough交易MD Jeanette Lee的工资单。

1976年,当他在Kings Rd开设BOY商店时,情况确实开始形成。每天在商店外面的街道上交易都会穿着精心打扮和风格的客户,而在比利偶像里面工作直到和菲利普沙龙做茶。 BOY是时尚和音乐的新曙光的中心,定义了朋克精神和分娩之后出现的新浪漫场景。

Raynor在1978年短暂地伸出手去开设另一家着名的商店PX,在他的指导下,围绕着他和他的企业的场景(由Visage的Steve Strange和DJ Rusty Egan领导)后来被称为臭名昭着的'Blitz Kids'(在1980年将他的全部焦点全部转移到BOY LONDON之前,原来的俱乐部孩子们。


这个时候,这个品牌着名的缤纷时装表演(尽管它们是时装秀的艺术品)是时尚日历中最疯狂的事件。巴黎夜总会'CLUB BOY'品牌在几十年来成为最令人讨厌的东西之一,在1985年最终在其臭名昭着的高峰时期爆发之前,已经成为臭名昭着的品牌。

然而,在围绕这次行动的所有混乱中,有一件事非常清楚:BOY已经成为这个时代必须具备的标签,被那些能够获得它并被那些那些无法模仿的人所攫取。标签的重要性在整个80年代持续到90年代,其中商标BOY T恤被采用作为酸性房屋运动和Ibiza爆炸的选择制服,并且在爱的夏天是不可错过的存在。





单词:William Wrigh