Boy Blue was the place to go for ice cream treats and desserts! Enjoy this retro Boy Blue Milwaukee T shirt from Home Shirts today! The Boy Blue chain of soft-serve stands was a Milwaukee institution for many years. As late as 1976, the operation had 35 locations throughout the area.By the 1990s, the chain withered away...and as far as I know, this is the only Boy Blue stand that's still in operation today. It's located on Lincoln Avenue in West Allis, and like many of the other Boy Blue buildings it was constructed in 1953. (This sign is a bit newer than the building itself, and probably hails from the 1970s.) It's also a seasonal business, and there was no ice cream there to be found on a cold, rainy February day.