our sweet spot is
our ability to merge
fun and style.

Johnnie Boden, Founder

meet johnnie

meet boden

our values

our history

meet
johnnie

Johnnie Boden, owner of Sprout the dog, West Londoner and self-proclaimed ‘pernickety customer’, started Boden from his kitchen table in 1991 with an eight-piece menswear collection. Back then, friends were drafted in to model clothes and Johnnie recognised many of his customers’ names as acquaintances giving him “sympathy orders”. That didn’t last long.

Johnnie Boden photo

Johnnie Boden, Founder

Johnnie Boden painting

As Boden became more than just a hobby and outgrew the kitchen table, Johnnie found himself cycling out to a new base in West London, where he created clothes for women and children, as well as men. He still cycles – often with Sprout upfront – albeit on a smarter bike (and a bit more slowly) but his aims for the brand remain the same: to add colour and fun to the world and make Boden customers smile.

Boden design table

Hello, We’re Boden

Founded in 1991 in West London, Boden creates clothes that bring colour to your wardrobe and fun to your life. From prints that help you stand out but don’t sacrifice on comfort to outfits ready and waiting for cocktails, our designs produce surprise, delight and plenty of compliments wherever they go. We aren’t po-faced fashionistas but we’re serious about great style. It’s a very simple formula at Boden: we’ll sort the clothes, you bring the smile.

Boden picture collection
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    concept art
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fun

into

style

=

joy

into style = joy

We believe trends are overrated. Clothes to make you smile, however, these will never date.

the best of

british

We embrace the best bits of Britishness – the humour,
the good manners – and bring it to the rest of the world.
Just don’t mention the weather.

charm

comes as standard

We’re also friendly, kind and always ready
with a hefty dollop of wit.

bravely

does it

Irreverence welcome – celebrated, in fact.
‘Play it safe’ is not in our vocabulary.

trust

in us

We started small. That means we value people and relationships, and we know honesty is the best policy. We’ll strive to do the RIGHT thing. Always.

1991

world meet
boden

Johnnie Boden sits down at his kitchen table to design eight pieces of menswear. Boden’s first collection is sold via mail-order catalogue.

The third great clothes hunt

Johnnie Boden sits down at his kitchen table to design eight pieces of menswear. Boden’s first collection is sold via mail-order catalogue.

1992

Womenswear is fashionably late

Johnnie launches womenswear with vibrant prints and stylish shapes. Wanted: new home for old LBDs.

Models from 1992 catalogue Model from 1992 catalogue Model from 1992 catalogue
Models from 1992 catalogue

Johnnie launches womenswear with vibrant prints and stylish shapes. Wanted: new home for old LBDs.

1996

mini style, maximum
impact

Mini Boden is born. Sorry, these appliqué animals are only suitable for children.

Mini Boden 1996 catalogue

Mini Boden is born. Sorry, these appliqué animals are only suitable for children.

1999

Let’s get
digital

‘It will never take off…’ So said Johnnie of the internet. Boden.com launches.

2002

we pack
our bags

Boden grabs its passport and heads Stateside, before landing in Germany (2007), Austria (2009), France (2011) and Australia (2014).

Girl wearing a British flag

Boden grabs its passport and heads Stateside, before landing in Germany (2007), Austria (2009), France (2011) and Australia (2014).

2004

step right in

Our first shop opens in ‘glamorous’
Hanger Green, London.

2004

Baby Boden
Is Born

Boden + rompers = broody.

Baby wearing a red top Baby wearing a red top

Boden + rompers = broody.

2009

Boden gets a
new top dog

A Jack Russell terrier puppy, Sprout, arrives. Johnnie promptly bursts into tears; Sprout promptly pees everywhere. She later redeems herself by appearing in numerous Mini Boden prints and appliqués.

A picture of Johnnie and Sprout

A Jack Russell terrier puppy, Sprout, arrives. Johnnie promptly bursts into tears; Sprout promptly pees everywhere. She later redeems herself by appearing in numerous Mini Boden prints and appliqués.

2014

flats and
fields

Boden launches its jewelled flats and they fly onto your feet. Johnnie Boden takes his wellies to Glastonbury. He rather enjoys being the least cool person there.

A picture of jewelled flats

Boden launches its jewelled flats and they fly onto your feet. Johnnie Boden takes his wellies to Glastonbury. He rather enjoys being the least cool person there.

2016

social
climbers

We reach 100,000 followers on Instagram.

Shoes arranged to say 100

We reach 100,000 followers on Instagram.

2017

Two great
British brands
join forces

The best bits of our womenswear collections launch in five John Lewis department stores across the UK.

2017

the ultimate
compliment

Johnnie receives a letter from a customer in America – she has named her child ‘Boden’. That will save a job sewing labels in his clothes then.

2017

step right in

We hit London with a shop on the King’s Road, followed by another in Westfield White City (2018). We make ourselves at home and customers do too.

Boden kings road shop

We hit London with a shop on the King’s Road, followed by another in Westfield White City (2018). We make ourselves at home and customers do too.

2018

Rainbow-haired
unicorns spotted
in Shanghai

We continue to bring joy to customers around the world with Mini Boden coming to China.

Boden kings road shop

We continue to bring joy to customers around the world with Mini Boden coming to China.

The future? A Boden on the moon
(well, anything’s possible)