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Boy London is an iconic British institution. Internationally recognised and often imitated, it remains the leader of the most influential style trends.
From Punks and New Romantics, to club kids and fashionistas, Andy Warhol to Lady Gaga, Jay Z to Rihanna, everybody has worn Boy.
Now adopted by a whole new generation, the attitude of BOY, as well as its position at the cutting edge of youth culture remains as strong as ever.
Formed in 2008, LONG has defined over a decade of dark, gothic and alternative streetwear with a cult following that has stretched across the UK and the rest of the globe.
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