Originally founded in 1976 as BOY, BOY London is a brand reborn like the Phoenix. Through the ‘70s and into the ‘80s, BOY was as much a way of life as it was a brand, constantly reinventing itself. With success came overextension, and hiatus.
BOY London has returned, brighter than ever as art made manifest in fashion. Finding BOY is a way of finding yourself on the cutting edge of fashion, with its constant reinvention. Reinvent yourself.