BOY London

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. From Punks and New Romantics to Club Kids and fashionistas, Andy Warhol to Boy George, The Pet Shop Boys to Madonna, everyone has worn BOY.