London has always held a special place in my heart. I spent most of my twenties there. Years filled with creativity, discovery, and late nights surrounded by people who lived and breathed self-expression. The city still pulls in a wild mix of talented Brits and internationals, all chasing that same creative spark.
One brand that perfectly captures that energy is Average Boys a young London-based label with a bold, unapologetic point of view. What I love about them is how they fuse sexy with sporty, turning casual wear into a confident statement of gay expression.
Average Boys isn’t just about clothes, it’s also about community. The brand celebrates gay culture in all its forms, bold, messy, beautiful, and real. Drawing inspiration from the unapologetic spirit of the 1980s, their collections pay tribute to gay history’s codes, aesthetics, and homoerotic energy, while reimagining them for a modern audience.
There’s something deeply refreshing about a brand that doesn’t shy away from desire, humour, and individuality. It’s raw but refined, fun yet thoughtful. In a city that thrives on reinvention, Average Boys feels right at home, reminding me exactly why London will always be a creative heartbeat for those who dare to be themselves.
Their designs are undeniably wearable, even for men who might just be starting to expand their wardrobe with something a little more daring. What I love is how Average Boys makes boldness feel approachable, every piece has attitude without losing its sense of fun. You can truly show your individuality with looks like the shirt and shorts below, confident, playful, and unmistakably you.
