In 2004, Pharrell Williams linked up with NIGO to create two brands that neither knew how influential they’d become. These are the world-renowned streetwear labels Billionaire Boys Club and ICECREAM, and now the latter is coming to the EU.
Captured in a campaign starring the Cactus Jack-signed American rapper Don Toliver, and shot by Zamar Velez, we see a collection of ICECREAM EU garms that pay homage to the brand’s roots, littered with early 2000’s references for good measure. As ICECREAM was founded with help from the Japanese graphic designer SK8THG alongside the minds of Skateboard P and NIGO, the brand is known for daring graphics and being a sign of the times of a then-burgeoning luxury skateboarding-indebted streetwear label that was soon to be worn on the backs of brand friends such as Kanye West and Takashi Murakami, further making it become the label it is today.
Under the creative direction of Ross Westland, ICECREAM EU presents iconic staples such as the running dog denim pants and the varsity letterman jackets, but also offers new interpretations of the label with garments including a preppy collection of knitwear informed by BBC and ICECREAM’s ethos, “Wealth is of the heart and mind.”
Of course, collegiate references in the form of logo-adorned two-piece sweats in bold tones such as red frequent the collection, while accessories including a tote bag also appear.
Check out the Don Toliver-starring lookbook above, and shop the collection — which is dropping imminently — on the BBCICECREAM EU website. The ICECREAM EU range will come to stockists more widely as of mid-November.
In case you missed it, NIGO is at Kenzo. Here’s what HYPEBEAST thinks.