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430 King's Road, Chelsea
London, United Kingdom
51.4838° N · -0.1858° W
Get DirectionsIn 1971, Malcolm McLaren and Vivienne Westwood took over a shop at the far end of King's Road in Chelsea and began a series of provocations that would help detonate British punk. The shop went through several names and identities — Let It Rock, Too Fast to Live Too Young to Die, SEX — before settling as Seditionaries and eventually World's End. At its peak as SEX (1974–1976), it sold rubber, bondage gear, and confrontational clothing that became the visual language of punk.
The shop was where McLaren assembled the Sex Pistols. He spotted John Lydon loitering near the shop, liked his look, and auditioned him by having him mime to an Alice Cooper song on the jukebox. The clothes the Pistols wore in their early career — ripped T-shirts, bondage trousers, safety pins — came directly from SEX. Westwood's designs, worn by punks across Britain, became an international symbol of revolt.
The shop still operates today as World's End, Vivienne Westwood's flagship boutique. The famous clock above the door still runs backwards. The interior retains elements of its original radical design. It is one of the few locations from British punk's first chapter that you can still walk into.
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