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430 King's Road, London – Vivienne Westwood's shop called SEX – this is where it all begins. Cool kids with bleached hair swapping rare vinyl records. Distressed denim, hand-painted leather, latex, checks, and prints that would make your parents blush and lock you up all summer long… Did punk invent fashion, or did fashion invent punk? From underground clubs to national television – punk has always had its own style, its own press ( fanzines ), its own films, its own poetry… So we thought: Punk should have its own scent too. Loud like a rehearsal in a room with no soundproofing. Powerful like teenage rebellion – but still sweet and romantic. The idealism of adolescence wrapped in a heavy leather jacket
Created by Michael Partouche – also known as Dr. Mike – a musician with a background in pharmacy, the brand combines the rebellious and the refined, drawing inspiration from the wild energy of music, spiritual currents and the subcultural rebellion of the time.
The name refers to the legendary hotel room where rock history was written (and smashed).
