Founded by Stephane Raynor in 1977, 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…
(source - BoyLondon)
With the recent press coverage of both Jessie J & Rihanna wearing BoyLondon items in their new videos and Rihanna's saucy guest performance the other week on The Johnathon Ross Show sales for BoyLondon have risen 40%. I have to admit I'd never even heard of the brand until I researched it after wondering who on earth Rihanna was wearing head to toe on Ross' show and was then notified by a friend that it was a 'must have brand' for the new cool kids generation! Supposedly I have the face to pull off any hat as I've been told so I'm being drawn to purchasing the 'BOY' hat - but I have a feeling it won't be an easy wear and get much use for me so I might be swayed to one of the ultra long casual logo tee's instead and at £40, I'd say it's a reasonable price.
(Celeb fans of the brand include Jessie J, Rihanna & Cher Lloyd)