Top by BOY London, Pure cotton jersey, Round neckline, Logo print, Cropped cut, Relaxed fit, Machine wash, 100% Cotton, Our model wears a UK S/EU S/US XS. ABOUT BOY LONDON Founded in 1977, BOY London's trademark attitude saw the label adopted by the underground; the uniform of choice for youth movements that mattered. Through word of mouth and an unashamed passion for the brand, BOY London saw a resurgence in 2007 with one off original designs and classic print t-shirts, leggings and tanks selling out weekly and introducing the label to a new generation of fans.