Billionaire Boys Club founder and owner Pharrell Williams has relaunched Icecream, a shoe brand first launched alongside BBC in 2005. Originally stylized as Ice Cream, the shoes were made in collaboration with Reebok and were known for their bold color stories and signature diamond and dollar sign graphics.
Williams has tapped Del Toro founder Matthew Chevallard to design the debut relaunched collection, which will be manufactured in Italy.
“We wanted to pay homage to what Pharrell and Nigo created but bring it up to date,” Chevallard told WWD. “We think this can sit alongside brands like Off White, Gucci and Palm Angels. We are also seeing consumers buying more luxury tchotchkes and collector’s items so that will be included in the line.”
The debut capsule pays tribute to the famed diamond and dollar graphic, as embroidered on a leather and brushed velour slide, sneaker along with a skate deck. The capsule also includes a hoodie, crewneck, t-shirt, money tray, card case, pillow, patch and an 18k-gold plated charm necklace.
Pricing ranges from $40 for a patch up to $450 for the sneakers.
The capsule launches at Billionaire Boys Club in SoHo and bbcicecream.com on September 15, 2018 at 12:00 PM EST.