Founded by Stephane Raynor in 1976, the story of BOY is a true one off, in that the wildest rumours and legends that surround it couldn’t hope to compete with 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 unmistakable 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 Malcolm Mclaren at his shop ‘Let it Rock’ before opening the legendary style outlet ‘Acme Attractions’ - which counted punk DJ and filmmaker Don Letts, and ex Pil member and current Rough Trade MD Jeanette Lee on its payroll.

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.

True to the original spirit of BOY, Sick was not a shop in any conventional sense, but a rather continually shape shifting whirlwind of basement parties, living art installations 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.

Words: William Wright