Founded by Stephane Raynor in 1976. Beloved by the underground, but frequently courted by an overground hungry for a piece of BOY’s trademark attitude. The brand was relaunched in 2007 with the opening of a new store named SICK (on Redchurch Street at the centre of East London) by Stephane Raynor. Since then, there has been a resurgence in the line with a renewed cult following internationally. New designs add a freshness to the line, but the original influential and unapologetic attitude remains.