SEX was a boutique run by Malcolm McLaren & Vivienne Westwood at 430 King's Road in London.

SEX was one in a series of boutiques created by Malcolm McLaren & Vivienne Westwood from 1971 to 1979. SEX was formerly known as Let It Rock, which sold Rock & Roll nostalgia pieces catering to Rockers & Teddy Boys. After returning to London after managing the New York Dolls in 1974, McLaren decided to change the whole theme of the boutique. SEX would focus on rubber clothing, bondage gear, fetish magazines & the like.
SEX would stay on the scene long enough to begin the fashion crossover into Punk, which McLaren & Westwood were knee deep in. Famously, the Sex Pistols auditioned Johnny Rotten in the shop.
SEX became Seditionaries in 1976, catering specifically to the emerging Punk scene.
SEX was unique, in that it was run by a very pioneering & successful duo, but it was by no means the only boutique of its kind on the King's Road & by the time Punk exploded onto the scene, there were plenty of competitors including; Boy, Granny Takes A Trip & Beaufort Market.
"I wanted a major, major, major change. I thought we can't keep selling these old REMNANTS and things, we've got to do something tougher and harder: it's all too sweet, and the store, for fuck's sake, is too goddam popular. So it's got to close, no question about it. No more brothel creepers, no more drainpipes, no more of this rock 'n' roll clothing and get rid of that fucking jukebox." ~Malcolm McLaren