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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.

BOY LONDON Flocked-Eagle Cotton-Jersey T-Shirt

Born on Kings Road some forty years ago,BOY LONDONis the pedestal for embodying a street-smart attitude. Defined by its eagle emblem, this cotton-jersey T-shirt is one of the label’s most frequented pieces. Here it’s slightly differentiated by adding dimension to the iconic moniker with a raised flocked print rendered with tie-dye hues. Finely tuned with ribbed trims at the crewneck collar, cuffs and hem, it’s a trophy simply on its own. Black

BOY LONDON Eagle-Motif Shell Bomber Jacket

Founded by Stephane Raynor in 1976,BOY LONDONis the go-to label for cult underground classics. Decorated in the label’s iconic eagle motif at the reverse, this shell bomber jacket is the latest design to hit the franchise’s AW16 edit. Ribbed at the trims with a neat stand collar, it plays a key role in bringing rebellious attitude to any look. Black

BOY LONDON Quilted Zip-Up Cotton-Jersey Hoody

ThisBOY LONDONhoody is what you should wear when you want to try something a little different from your typical sportswear. Cut from cotton jersey with a quilted finish with tonal stitching, this easy-to-wear, zip-up layer demonstrates the British label’s eye for the finer details. Think generous drawstring hood, split kangaroo pocket and an iconic spread-winged eagle perched on a podium – the fashion label's trademark logo. White

BOY LONDON Eagle-Embroidered Cotton-Jersey Sweatshirt

Streetwear powerhouseBOY LONDONreworks a signature with this sweatshirt . Generously cut from soft cotton jersey, this SS17 design is emblazoned with a tie-dye and embroidered version of its branding and a spread-winged eagle – the British fashion label's trademark logo. The relaxed, boyish fit gives this sportswear staple an easy, effortless air – meaning it’s ripe for styling with all your own gear. Try it with edgy trousers and fresh white trainers. White

BOY LONDON Shell Bomber Jacket

Through decades and sartorial subcultural shiftsBOY LONDONhas stood the test of time; like that of the bomber jacket silhouette. The design with nine lives receives yet another this season, crafted from resilient shell that’s been dipped in fiery hue to celebrate the Chinese New Year.  Entirely utilitarian in its finishes; an exposed zipper, popper-button punched pockets and chunky ribbed trims, it’s a daredevil way to enliven an all-black outfit. Red

BOY LONDON 1976 Cotton-Jersey Sweatshirt

Synonymous with every era from the punks to the New Romantics to the club kids,BOY LONDON's rich design heritage is just as influential today. Take a piece of the brand's signature style for yourself with the logo-embroidered 1976 sweatshirt . A luxe update of the label's much-coveted classic, it perfectly captures the rebellious essence of BOY. Khaki

BOY LONDON Eagle-appliqué cotton-jersey sweatshirt

Add a molten metallic edge to your street-style favourites with BOY London 's eagle-appliqué sweatshirt . Crafted in soft cotton-jersey, this relaxed cut nods towards the label's iconic underground style with the signature logo across the front. Black

BOY LONDON Eagle Flash Jersey Sweatshirt

BOY LONDON’s energetic approach to streetwear is a hit with those in the know, and this jersey sweatshirt calls upon a few of the season’s most-loved trends. Think easy-to-wear sportswear staples, oversized logos and iridescent finishes. The embroidered spread-winged eagle motif cements the British brand’s cool persona, while the relaxed fit and dropped shoulders make it ideal for nailing the new style of hi-lo dressing that’s sweeping the fashion world. Black

BOY LONDON Eagle-Print Cotton-Jersey Sweatshirt

Born on Kings Road some forty years ago,BOY LONDONis the pedestal for embodying a street-smart attitude. Defined by its eagle emblem, this jersey sweatshirt is one of the label’s most frequented pieces. Here it’s dipped in a fiery hue to celebrate the Chinese New Year, and given an appliquéd ‘Boy’ typeface to up the graphic ante. Finely tuned with ribbed trims at the crewneck collar, cuffs and hem, it’s a worthy design to add to your knitwear rotation. Red

BOY LONDON Eagle-Print Cotton-Jersey Sweatshirt

BOY LONDONhas stormed the world of rebellious fashion since its punk wave in the 1970s. Take a piece of the iconic brand's history for yourself with this classic sweatshirt . It's cut from ultra-soft cotton jersey for a relaxed fit and printed with iconic branding - from the small logo at the chest to a large-scale signature eagle graphic emblazoned across the back. Wear yours with everything from skirts to denim. White

BOY LONDON Logo-Print Mid-Rise Stretch-Cotton Leggings

A purveyor of street-smart athleticwear since 1976, when it was the uniform of choice for subcultures,BOY LONDON’s hype hasn’t dared to waver. Adopt the London label’s defining eagle emblem as part of your everyday arsenal with these logo printed leggings designed exclusively to celebrate the Chinese New Year. Presented in the richest of reds and blanketed in the brand's emblem, they're a contemporary rework of a leisure or lazy wardrobe staple. Red

BOY LONDON Eagle-applique cotton-jersey hoody

Crafted in soft cotton-jersey, BOY London ’s drawstring hoody pays homage to the iconic label's unmistakable underground style. Finished with none other than BOY 's signature eagle-appliqué logo to the front, this black on black design is luxurious casualwear at its finest. Black

BOY LONDON Flash Skinny Jersey Leggings

BOY London ’s energetic approach to streetwear is a hit with those in the know, and these jersey jogging bottoms calls upon a few of the season’s most-loved trends. Think easy-to-wear sportswear staples, oversized logos and iridescent finishes. The reflective trims at either leg cement the British brand’s cool persona, while the skinny fit and mesh vents make them ideal for nailing the new style of hi-lo dressing that’s sweeping the fashion world. White

BOY LONDON Eagle-Embroidered Cotton-Jersey T-Shirt

Streetwear powerhouseBOY LONDONreworks a signature with this T-shirt . Generously cut from soft cotton jersey, this SS17 design is emblazoned with a tie-dye and embroidered version of its branding and a spread-winged eagle – the British fashion label's trademark logo. The relaxed, boyish fit gives this wardrobe staple an easy, effortless air – meaning it’s ripe for styling with all you own gear. Try it with edgy trousers and fresh white trainers. Black White

BOY LONDON Drawstring Quilted Mini Skirt

British streetwear brandBOY LONDONwas huge in the 1980s club scene and since its triumphant 2007 return it’s like it never left. Work the label’s simple black-on-black and graphic branding with this quilted mini skirt . Sitting high on the hips with a sporty drawstring waistband, it’s styled with signature eagle logo embroidery, discreet slip pockets and a customisable zip-up hemline. Who doesn't love a good comeback story? Black

BOY LONDON Eagle logo neoprene t-shirt

Crafted in soft neoprene, BOY London 's t-shirt gives a nod to the label's iconic underground style with a signature logo across the front. Perfect for injecting off-duty looks with an urban slant. Black

BOY LONDON Hooded Cropped Quilted Jacket

British streetwear brandBOY LONDONwas huge in the 1980s club scene and since its triumphant 2007 return it’s like it never left. Work the label’s simple black-on-black and graphic branding with this cropped quilted jacket . Styled with a hood complete with a vibrant orange lining, it’s classically trimmed with a ribbed hemline and cuffs and embroidered with a signature eagle logo. Who doesn't love a good comeback story? Black

BOY LONDON Paint Drip Cotton Hoody

Fashioned by a number of subversive youth cultures over the past 40 years, from new romantics to punks and club kids,BOY LONDONcontinues to be the go-to for thought-provoking streetwear today.  Crafted from pure cotton, this slouchy hoody is punctuated with a flocked paint drip motif to the reverse - a signature from the AW16 collection. Style it as intended with distressed denim and old-age leather boots. Black

BOY LONDON Sleeveless Cotton Hoody

Fashioned by a number of subversive youth cultures over the past 40 years, from new romantics to punks and club kids,BOY LONDONcontinues to be the go-to for thought-provoking streetwear today. Crafted from pure cotton, this sleeveless hoody boasts a longline silhouette and is punctuated with the signature eagle motif to the chest and reverse. Style it as intended with distressed denim and old-age leather boots. Black

BOY LONDON Eagle Appliqué Knitted Beanie

Since its launch in 1976, British brandBOY LONDONhas become renowned for its iconic eagle trademark, which is found at the very front of this beanie . Realised in a ribbed knit, the comfortable construction features an upturned brim for a traditional touch. An expert blend of classic design and urban appeal, it's perfect for those colder days. Black White

BOY LONDON Eagle Appliqué Knitted Beanie

Since its launch in 1976, British brandBOY LONDONhas become renowned for its iconic eagle trademark, which is found at the very front of this beanie . Realised in a ribbed knit, the comfortable construction features an upturned brim for a traditional touch. An expert blend of classic design and urban appeal, it's perfect for those colder days. Black White

BOY LONDON Snapback Trucker Cap

Effortless cool, Boy London is reknowned for its expressive streetwear. Complete your urban cache with this snapback trucker cap , accented with a contemporary flat peak and contrasting eye-catching logo design. Black/gold

BOY LONDON Boy Eagle Appliqué Knitted Beanie

Since its launch in 1976, British brandBOY LONDONhas become renowned for its iconic eagle trademark. Exude effortless urban attitude with this wool-blend beanie . Knitted with a ribbed-knit texture, it injects instant edge into a classic accessory thanks to the BOY London appliqués. Wear it with all your streetwear favourites. Black

BOY LONDON Mesh Snapback Cap

Opt for classic-come-contemporary style with Boy London 's cap. Combining a retro mesh back with a modern snapback and flat peak, this cap is printed proudly with brand detailing for effortlessly cool accessorising. Black/white

BOY LONDON Boy Eagle Applique Beanie Hat

Exude effortless urban attitude with Boy London's knitted beanie hat . The label injects instant edge into this classic piece with a Boy Eagle appliqué to the front. Black/gold

BOY LONDON Boy Cotton Snapback Cap

Since its original launch in 1976, British brandBOY LONDONhas taken the urban set by storm with its youthful style infused with street-inspired vibes. Cut from pure cotton to a contemporary flat peak, this snapback cap is punctuated with the label's iconic BOY logo. Red

BOY LONDON Leggings

Composition: 92% Cotton, 8% Elastane Details: jersey, animal pattern, high waisted, slim fit, tapered leg, print, logo, no pockets, stretch, pants Measurements: Width at end 10 cm Beige

BOY LONDON Leggings

Composition: 92% Cotton, 8% Elastane Details: jersey, animal pattern, low waisted, slim fit, logo, no pockets, pants Black

BOY LONDON Short dress

Composition: 100% Cotton Details: sweatshirt fleece, solid colour, round collar, long sleeves, logo, rhinestones, no pockets, unlined, no fastening, dress Black

BOY LONDON Leggings

Composition: 97% Cotton, 3% Elastane Details: jersey, logo design, high waisted, slim fit, tapered leg, no appliqués, no pockets, pants Measurements: Width at end 11.5 cm Black

BOY LONDON Short dress

Composition: 100% Cotton Details: jersey, solid color, round collar, sleeveless, print, no pockets, unlined, dual front slits, dress Yellow

BOY LONDON 티셔츠

혼용률: 100% 코튼 상세정보: 저지, 솔리드 컬러, 라운드 네크라인, 쇼트 슬리브, 프린트, 로고, 포켓 없음 블랙

BOY LONDON T-shirt

Composition: 100% Polyester Details: openwork, jersey, solid color, round collar, short sleeves, print, logo, no pockets Black

BOY LONDON Sweatshirt

Composition: 100% Cotton Details: solid color, round collar, long sleeves, logo, no pockets White

BOY LONDON Denim pants

Composition: 59% Cotton, 39% Polyester, 2% Elastane Details: denim, basic solid colour, mid rise, dark wash, front closure, button, zip, multipockets, zips at hem, logo, slim fit Measurements: Width at end 12 cm Blue

BOY LONDON Leggings

Composition: 97% Cotton, 3% Elastane Details: jersey, logo design, mid rise, slim fit, tapered leg, no appliqués, no pockets, pants Measurements: Width at end 3.9 inches Black

BOY LONDON Casual trouser

Composition: 100% Cotton Details: sweatshirt fleece, solid colour, mid rise, comfort fit, tapered leg, print, logo, drawstring closure, multipockets, with elastic bottom, sporty Measurements: Width at end 3.51 inches Black

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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.

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