SHOW REPORT | 29/12/2016 | TAJINDER HAYER
BOY BY BOY LONDON
In celebration of its fortieth anniversary, BOY London created its unbranded premium collection “BOY by BOY” to offer the current BOY London customers a more elevated option for streetwear. Coincidently, 2016 is also the 40th anniversary of punk so it made perfect sense to launch a brand that could pay homage to both legacies.
The second collection from BOY by BOY was created out of the concept that each of us is constantly being watched by the world around, enticed by the convenience that this offers and the benefits of modern technology as well as the notion that we are all voluntarily becoming government informants, informing against ourselves and each other.
Split into four specific design stories; ground force, military, tech and leaders, the collection was a contemporary take on BOY London’s 40 year belief in personal freedoms and how important they are. As the evasive nature of technology becomes ever more prevalent, the collection was all about how the wearer can be protected from violations of his personal privacy and unwanted exposure of identity. The brand firmly believes that we should all embrace integrated garment technology like RF blocking fabric, drone blocking linings and the use of code as print, which are all absolutely part of the brand’s DNA.