ABOUT US

Meet Jay George
Jay George is the founder and creative force behind Beyond the Boy — a streetwear label born from lived experience, deep empathy, and an unshakable belief in the power of self-expression. Having navigated his own battles with identity, mental health, and societal expectations, Jay built the brand as both an outlet and a statement: fashion can be more than clothing — it can be a conversation, a movement, and a source of strength. With an eye for elevated streetwear and a commitment to authenticity, Jay infuses every collection with the vulnerability, resilience, and individuality that have shaped his journey.

The Beyond the Boy Story
Beyond the Boy is more than a fashion label — it’s a platform for connection, courage, and change. Our oversized, editorial-inspired streetwear merges minimal design with bold messaging, empowering people to wear their truth and stand for something bigger. We champion men’s mental health and encourage open dialogue through our campaigns, including Wearing is Caring — a social experiment designed to uplift those who are struggling.

Every garment we create carries a piece of our ethos: to live without limits, challenge stereotypes, and speak up for those who feel unseen. We believe in building a crew — not just customers — who share our vision for a more compassionate world. From premium cotton tees to statement hoodies, our pieces are designed to last, to be worn, and to spark conversation.

This is streetwear with substance.
This is Beyond the Boy.

ABOUT US

WITHOUT LIMITS...

BEYOND THE BOY isn’t just a clothing brand — it’s a language for those who’ve struggled to speak.

Founded in the North East of England in 2023 by stylist and creative voice Jay George Rymer, the brand began as a personal outlet — a way to express what couldn’t be said out loud. Born from a place of healing, it grew into something bigger: a space for anyone who’s ever felt like they didn’t quite fit, offering a new kind of fit — one they shape for themselves.

Every oversized silhouette, every bold graphic, every quiet detail is created with intention. We design pieces that don’t just sit on the body — they speak to it.

This is fashion as armour. Fashion as softness. Fashion as a reminder that you can be grounded and daring all at once.

The name Beyond the Boy came from a moment of being misunderstood — seen only through one narrow lens. But after one honest conversation, it became clear: people are always more than the surface. That became our foundation.

We’re here to go beyond expectation. Beyond binaries. Beyond the limits anyone else put on you.

Our collections live at the intersection of style and story.

From helping individuals rediscover themselves through clothing, to launching our “Wearing is Caring” campaign with CALM — we create garments that connect. Every piece carries a QR code, leading to real, human advice from people who’ve lived through struggle and still show up. Because fashion can hold space — for truth, for community, for care.

As the brand evolves, so does our purpose. We’re expanding into collections and collaborations guided by a mind, body, and soul ethos — clothing made not just to be seen in, but to feel whole in.

This is for the ones who smile in public and struggle in private.

For those who are rebuilding. Reclaiming. Becoming.

We are Beyond the Boy.

And so are you.

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