Tartan, zippers, leather, safety pins, a dash of heroin and a general disdain for greater society.

In the mid-seventies, this was the de-facto uniform for a disenfranchised generation of British youth. They mocked the government. They listened to the Sex Pistols. And, if they could afford it, they wore Vivienne Westwood. They were Punks.

In the early seventies, Westwood, along with then partner Malcolm McLaren, orchestrated a stylistic revolution—a backlash against the flared denim and wide lapels that dominated the sixties. Their store, through its many iterations, cemented an unprecedented relationship between music, fashion and counter-culture, shaping generations of fashion designers who followed. Their small shop at 430 Kings Road became the cornerstone of the most monumental shift in youth culture since the advent of Rock ‘N Roll itself. And while Westwood and McLaren certainly did not invent punk, no one commoditized and marketed the movement as successfully.

Situation, location and time period are all crucial to fully grasping the impact of 430 Kings Road. The store began in the back of Paradise Garage, a small outpost in London's Chelsea district. In 1970, Chelsea was experiencing surging growth, quickly transforming into an artist enclave. Keith Richards, Mick Jagger, and all four Beatles counted themselves as locals. Boutiques sprouted up everywhere. They sold bohemian ephemera, featuring everything from silk caftans to imported rugs. Uninterested in such hippie fantasies, McLaren, an art school dropout, and Westwood, a schoolteacher, began to hock symbols of '50s kitsch out of Garage. The two were more intrigued by early fifties Rock ‘N Roll, preferring Elvis and Chuck Barry to the glam Rock-Pop taking over the airwaves at the time.