BOY London / Tokyo Vintage Punk Clothing Label Stephane Raynor

Founded by Stephane Raynor in 1976, the story of BOY is a true one off, in that the wildest rumors and legends that surround it couldn’t hope to compete with the 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.

It was when he opened the BOY store on the Kings Rd in 1976 that things really began to take shape though. Every day of trading the streets outside the shop would be packed with its elaborately dressed and styled clientele, whilst inside Billy Idol worked the till and Phillip Salon made the tea. BOY was the epicenter of a new dawn in both fashion and music, defining the spirit of punk and birthing the New Romantic scene that appeared in its wake.

Featured here is a pristine condition and authentic 3 7/8 x 7 1/8 inch Boy London / Tokyo clothing label, likely used to be sown into a jacket or coat. We’re not sure about the date but suspect late 1970s or early 1980s.