BOY LONDON – A NEW ADDITION TO THE HYDRAULICS FAMILY
Founded by Stephane Raynor in 1976, the story of BOY is a true one off, in that that the wildest rumours 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 unmistakeable spirit that underpins all things BOY remaining the same today as when it was first formed