BOY Manifesto

BOY is a powerful message of hedonism, a rebel yell, a crusading anarchic flag of true rebellion – a radical, fearless, and apolitical attitude to life.

BOY is not about gender but the freedom to be anything, Society changes, music changes, fashion changes, ideas change, people change, emotions change - but BOY is constant. 

Born in 1976 on London’s Kings Road, BOY was part of the birth of punk. Billy Idol worked in the store, Sid Vicious and Jonny Rotten would hang out, Bob Geldof, The Stones – customers would take a deep breath as they walked into BOY, never knowing what or who they might encounter.

BOY Legacy

 BOY became a cult name that swept around the world drawing crowds that caused chaos on the street outside so big that doormen had to hold them back. From Punk to New Romantic, Blitz, Goth, New Wave and Acid House – BOY has been a social barometer over five decades, with a legacy in fashion history as a visual account of counter-cultural style through time. From the Kings Road to Covent Garden and Soho, BOY has been a hub for the vanguard, the avant-garde, and the artistic rebels. The world keeps spinning, but BOY lives on. The strength of the country lies in its youth.