Punk as a style succeeded even more when Vivienne Westwood and Malcolm McLaren publicized the ideas through their joint design ventures. McLaren launched the Sex Pistols. The Pistols wore clothes from a shop called SEX that Westwood and McLaren opened on the Kings Road, London in the 1970s. They sold leather and rubber fetish goods, especially bondage trousers. Later the shop was renamed Seditionaries.
Seditionaries on the Kings Rd, Chelsea, London was a store that played a big part in the 1970s punk movement. It first began when MalcolmMclaren opened a shop at Paradise Garage, which had a small shop behind it where Mclaren sold records and eventually Teddy Boy clothes. This evolved into his own store, which he ran with Vivienne Westwood, called Let it Rock, selling Teddy Boy clothes. They later moved further down the road to open a rubber and leather fetish wear store which they named SEX.
SEX received many famous visitors, including Adam Ant, The Sex Pistols, Bromley Contingent; and had their own little following such as Helen Wellington Loyd, store workers like Jordan of SEX, Chrissie Hynde and others. The store became very famous in the punk scene and produced such famous clothes as the God Save the Queen shirts, the Cowboys, "Destroy" shirts, "Venus" shirts and others.
The SEX store ultimately became Seditionaries which sold mainly the same clothes but with more of a music aspect and gradually drifted away from selling leather gear.