BOY London is an iconic brand – bold and simple in its design, it is the uniform of rock’n’rollers. Founded by Stephane Raynor in 1976, this clothing line started life as a supercool shop BOY on the King’s Road. Back then, in the words of William Wright: “the streets outside the shop would be packed with its elaborately dressed and styled clientele, whilst inside Billy Idol worked the till and Phillip Salon made the tea. BOY was the epicentre of a new dawn in both fashion and music, defining the spirit of punk and birthing the New Romantic scene that appeared in its wake.”

I became familiar with this brand on a photo shoot I was styling. The BOY London collection was part of our wardrobe for the day, for a shoot evoking London life and spirit. No styling was needed with these clothes, they truly speak for themselves, the classic and original designs pop in photos.

The range of clothing is minimal and affordable and the easy to wear monochrome prints suit everyone. Made from 100% cotton, the garments promise to be long lasting, easy to wash and warm, as well feeling soft on the skin. The prices vary from £30 for a cap to £55 for a long-sleeved sweater and each piece is only made in one size. My favourite is the stylish t-shirt, so baggy that it could be worn as a summer dress on girls, or perfect for throwing over a bikini on the beach.

As influential and in demand as ever, BOY London will always be in fashion. The range is now stocked in Selfridges and can be seen online here.