In October 1974 Malcolm McLaren conjured an unusual group name for four young musicians who congregated at his shop at 430 King’s Road.

//The group name as it appeared on the ‘right’ side of the You’re Gonna Wake Up t-shirt//

At the time the transition from the premises’ previous incarnation as Too Fast To Live Too Young To Die to Sex was nearing completion; in fact the teenagers Paul Cook, Steve Jones, Glen Matlock (who was also a sales assistant on Saturdays) and Wally Nightingale assisted McLaren in applying the finishing touch with the erection of the pink vinyl shop sign constructed at his direction by carpenter Vic Mead.

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Tags: Alan Moore, Archie Shepp, Bernard Rhodes, Bob Marley, Bryan Ferry, Continental Keyholes, Continental Kuties, Eddie Cochran, Gerry Goldstein, Glen Matlock, Iggy Pop, James Brown, Jim Morrison, Jimi Hendrix, King Tubby’s Sound System, Kutie Jones and his Sex Pistols, Lou Stoppard, Marianne Faithfull, New Musical Express, Nick Kent, Paul Cook, QT, Sam Cooke, Steve Jones, Vic mead, Wally Nightingale

//London Records promotional image, 1958//

In 1956 the Hollywood photographer John E. Reed took a series of promotional shots of the stars of DJ Alan Freed’s rocksploitation flick Don’t Knock The Rock.

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Tags: Alan Freed, Chuck Berry, Don't Knock The ROck, Eddie Cochran, Gene Vincent, God Save The Queen, Jerry Lee Lewis, Jet Harris, JOhn E. Reed, Little Richard, London records, Patrick Casey, Sam Cooke, Sex Pistols, Sid Vicious, Yvonne Gold

NAME: Christophe Loiron

RESIDES: Los Angeles

OCCUPATION: Mister Freedom

Christophe Loiron is the perfect person to kick off the Men Of The World section, the new counterpoint to Blokes Of Britain and a chance for outernationalists of every stripe to talk about their style.

Schooled in Zaire, the Frenchman has long been a resident of Los Angeles, where he opened his label and store Mister Freedom in the early 00s.

Loiron, ID photograph, 1984.

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Tags: Beverly Blvd, Casque d’Or, Christophe Loiron, coutil, Django Reinhardt, Eddie Cochran, Hud, Kinshasa, LA, Marien Nationale, Mister Freedom, Nudie The Rodeo Tailor, paletot, Paul newman, Pépé le Moko, Phantom 309, Salaire de la Peur, Treasure Of Sierra Madre, Zaire