London’s “BOY” brand sales increases 45% after Rihanna’s appearance on Johnathan Ross.March 7, 2012 \
Rihanna’s decision of sporting ‘BOY’ London outfit for last weekend’s Jonathan Ross Show has resulted in a 45 per cent increase in the brand’s sales. The ‘Umbrella’ hitmaker was seen shimmying around the show’s set in a baseball cap, mini-skirt and jersey top emblazed with the logo ‘BOY’. Selfridges, the exclusive stockist of a large range of items by the label, which has enjoyed a cult following since the 1970s, reported that 90 online orders were placed this weekend.The brand’s unisex caps, T-shirts and leggings proved most popular with the buyers.
The Daily Mail quoted Richard Sanderson, Selfridges’ Buying Manager said:
“Whilst Boy London is firmly on the radar of fashion enthusiasts it remains a bit of a hidden gem for London – so it’s great to see an international star championing one of our underground labels”
“The reaction from customers has been fantastic, particularly on our online store. We’re seeing both men and women buying into the unisex range. Rihanna’s style kudos is clearly having an impact on her UK audience,” he added.
It seems that the “Wi-Wi” is really impressed by the label, as she chose to wear the brand’s leggings in her new video for You Da One, and posted an image of herself wearing the ‘Boy’ baseball cap, on Twitter last week.