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 Redchurch Street in the heart of East London), soon emerged and with it came the relaunch of BOY.