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430 King’s Road, London, the Vivienne Westwood's store called SEX, this is where it all begins. Cool kids with bleached hair swapping rare vinyl records. Distressed denim, hand-painted leather, latex, tartans, prints that would make your parents blush and lock you in the house for the whole summer… Did Punk invent fashion or fashion invented Punk? From underground clubs to the national TV, Punk always had its own style, its own press (fanzines), its own movies, its own poetry...So we figured it should have its own fragrance. Loud like the rehearsal in the room without sound isolation. Powerful like youth riot but still sweet and romantic - the idealism of adolescence wrapped in a heavy leather jacket.
"Bold, disruptive and authentically individual."
Created by Michael Partouche — also known as Dr. Mike — a musician with a background in pharmacy. The brand merges the rebellious and the refined, drawing inspiration from music’s wild energy, spiritual currents, and the era’s subcultural revolts.
The name refers to the legendary hotel room where rock history was made (and smashed)
