Which 1970s British designer sold customized jeans at the SEX boutique in London?

Vivienne Westwood sold customized jeans at the SEX boutique in London.

Westwood and Malcolm McLaren operated the boutique at 430 King’s Road, Chelsea. It changed names and visual identities during the 1970s, including SEX, and became a major meeting point for punk fashion and music culture. Westwood’s designs challenged conventional ideas about clothing through distressed surfaces, bondage-inspired details, slogans, and deliberately confrontational styling.

Customized denim was part of that approach. Jeans could be altered, decorated, torn, or combined with other materials so they communicated attitude rather than simply serving as practical trousers. The boutique helped establish the relationship between punk’s visual language and street-worn clothing.

Westwood is sometimes grouped with designers such as Mary Quant because both shaped modern British fashion, but their boutique histories differ. The SEX shop and its punk-associated denim are specifically linked to Westwood and McLaren.