The Boy Fashion Brand Has Become A Controversial Brand

Founded by Stephane Raynor in 1976, BOY is one of the world’s most iconic fashion brands. It’s been a part of every youth movement that ever mattered and out lived them all. It’s the brand that was a uniform for the smiley craze, defined the style of the acid house era and was there at the birth of Britpop. It was a cult fashion staple and is still a go to brand for a new generation of music lovers and fashionistas.

At its peak, BOY was a hive of creative activity. Its Parisian nightclub ‘CLUB BOY’ was a scandalous and legendary hot spot, whose famously riotous catwalk presentations were as much art happenings as runway shows. It was at this time that the brand’s creative element really came into its own, with the wildest and most innovative designs being created in a continuous stream of basement parties, living art installations and impromptu fashion shoots.

With the help of a handful of early adopters (including the late fashion journalist and editor-at-large for The Times, Susie Dent), BOY became a worldwide sensation. But it was also at this time that the controversies started to mount, with police raids of the original store in London’s Carnaby Street, windows being smashed by enraged customers, Sid Vicious coming in wearing high heels, and even rock legends like Tyler Mitchell and Jeremy O Harris shopping there.

It’s not surprising that controversy would arise with a label that has become synonymous with alternative culture. The Boy London logo, which features a spread-winged eagle that looks strikingly similar to the Nazi symbol of the Third Reich’s Parteiadler, has struck a raw nerve with many British shoppers, who have called for stores to withdraw the line of clothing from their shelves.

This has caused the British retailer to rethink its marketing strategy, and it has begun to focus on other markets. Its newest collection is called BOY x, and it has been designed with the latest generation of boy trends in mind. Featuring luxe tees, logo hoodies, and accessories such as slides and duffel bags, the range will ensure that your boys have a stylish wardrobe that’s ready for the school year ahead.

Whether your boys are looking to sport a streetwear look or keep things classic with tailored styles, they’ll find everything they need in the collections from Lacoste. The brand’s polo shirts are a must for any trendy mini-me, while their bomber jackets and casual logo hoodies will give them that effortlessly cool sports luxe look. Old Navy also carries the best boy clothes for everyday wear and play, and their sets make it easy to plan your kids’ outfits.