Malcolm McLaren - New York Dolls, Vivienne Westwood and SEX

New York Dolls, Vivienne Westwood and SEX

In 1971, McLaren and his girlfriend, the designer Vivienne Westwood, opened a London clothing shop called Let It Rock, on Kings Road. The shop sold Teddy Boy clothes and McLaren and Westwood also designed clothing for theatrical and cinematic productions such as That'll Be The Day and Mahler. Let It Rock proved a success but McLaren grew disillusioned with the style of shop owing to problems with the Teddy Boys who were the shop's main customers.

McLaren travelled to New York City for a boutique fair in 1972, having already met the group the New York Dolls. That year he renamed the outlet at 430 Kings Road Too Fast To Live Too Young To Die and supplied the group with stage wear. In 1975, McLaren designed red patent leather costumes for the New York Dolls and used a Soviet-style hammer and sickle motif for their stage show, as a provocative means of promoting them. This ploy was not successful and the Dolls soon broke up. In April 1975, McLaren returned to Britain, by which time he had renamed the shop SEX, selling punk and S&M inspired clothing. In December 1976, Sex was renamed "Seditionaries". In 1980 it was reopened under the name "World's End".