Boy Oh Boy! New!

There's only one boy in Rihanna's life right now, and that's Boy London.

The Bajan singer has worn little other than the UK menswear label of late (remember those leggings in the video for her single, You Da One?), but her head-to-toe monogrammed appearance on The Jonathan Ross Show on Saturday has seen sales of the label shoot through the roof at Selfridges, its exclusive stockist.

This weekend alone, online orders were up by 45%. And it's little wonder; with Boy's iconic baseball cap ringing in at a purse-friendly ??35, this is the kind of sartorial name-dropping anyone can get in on.

"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," commented Selfridges Buying Manager, Richard Sanderson. "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."

Boy is no flash in the pan - it was founded in 1977 by designer Stephane Raynor, with its roots in punk. Now, it seems, Rihanna - along with fellow star fans Jessie J and Cher Lloyd - is spearheading a new generation who are ready to fall for its urban charms all over again. 

See the collection now at