Back in the eighties BOY London was a start-up brand with a very different - but equally cool - following indeed. It won’t have escaped your hawk-eye A-list vision that over the past few weeks Rihanna has become their number one fan and been repeatedly spotted wearing a particular baseball cap from the revived line, complete with its trademark BOY emblazoned across it. She’s also worked a full head-to-toe look (as only RiRi can) for her Jonathan Ross show appearance two weeks ago – prompting a complete and utter fashion frenzy in Selfridges, where the new collection is exclusively stocked right now (that’s if you can still get your hands on it!). You can scroll through all of Rihanna's BOY moments in the gallery above.
Retro BOY London shots including Boy George covered in BOY badges!
Once upon a time the logo-centric label, which was set up by punk designer Stephane Rayner in the ‘80s with its cult-visited store on the Kings Road, was affiliated with his scenester friends and the Blitz crowd of Boy George et al. The type of outrageous fashion forward party people for whom no wardrobe was complete would’ve been complete without one of the must-have BOY tees. Fast forward a few years and Rayner’s take on the Ibiza club circuit was to reproduce the signature clubbing symbol of the smiley face, turning it into a world recognised fashion phenomenon. Problem was, the brand was so heavily copied that Rayner lost control of the label and had to quit. Until last year that is….
The ever-cool Chloe could compete with RiRi for their number one fan!
Stephane first dipped his toe in with a collaborative mini collection for Urban Outfitters (which we saw TONS of the staff wearing!) and now it’s back in full swing with a website, a collection with Long Clothing and with a brand new cult following, albeit it a different and more fashwany one! Chloe Sevigny was spotted in one of the classic white tees last year, Jessie J has jumped on the BOY bandwagon in her Domino video and newbie girl on the music track, Natalia Kills, recently wore some BOY sunnies in her video with will.i.am. Not to mention the tons of seriously hipster style bloggers!
Style Bloggers Norelle Rheingold, Oona S and Olivia Lopez have already got their BOYs
So girls, will YOU be getting acquainted with this BOY? Let us know below!