In celebration of the brand’s 40th anniversary, BOY London created its unbranded premium line collection ‘Boy by Boy’ to offer the current BOY London customers a more elevated streetwear product. This year is also the 40th year anniversary of punk so there was no better time to launch a brand that would really pay homage to both legacies.
The second collection from BOY by BOY is formed from the concept of each of us being watched by the world around, enticed by the convenience and benefits of modern technology and the notion that we have voluntarily become government informants, against ourselves. The collection is split into 4 design stories: Ground Force, Military, Tech and Leaders.
This collection is a contemporary take on BOY London’s 40th year old belief in personal freedoms. With the invasive nature of technology becoming ever more prevalent, the Boy by Boy Spring/Summer ’17 Collection is all about protecting the wearer from privacy violations and unwanted exposure of identity. Boy by Boy firmly believes that we should embrace integrated garment technology such as RF blocking fabric, drone blocking linings and the use of code as print which are all key to the DNA of the brands collection this season.