a double first for the alternative rap artiste and the 30 year old streetwear label alike!
Punks through to New Romantics,
streetwear lovers and fashionistas- all have worn BOY London yet PRETTYBOYDO is the newest and most eccentric celebrity fashionista to spotlight the brand!
Founded by Stephane Raynor in 1976, the story of BOY is a true one off.
From 1976 till date, Boy London has been adopted as the uniform of choice for every youth movement that has mattered,
with the unmistakable spirit that underpins all things BOY remaining the same today as when it was first formed…
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.
By: Joan K. Vincent-Otiono
Click here to discover more about the new collection!