Jumper by BOY London, Crew neck, Boy London branding, Fitted trims, Regular cut, Fits you just right. 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 singlets selling out weekly and introducing the label to a new generation of fans.