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Ice Cream
ICE CREAM, THE SKATE LINE OF BILLIONAIRE BOYS CLUB
PHARRELL AND NIGO LAUNCHED ICE CREAM IN 2004, FOR SKATE
A year later Billionaire Boys Club, Pharrell Williams and Nigo created its little sister. Where BBC looks towards space, Ice Cream looks towards the skatepark: the brand was born in 2004 as a line of skate shoes produced under license Reebok, before becoming a clothing label in its own right. Pharrell, who called himself "Skateboard P" at the time, gave it an energy that BBC didn't have — more color, more sugar, more humor.
The designs say it all: melting cones, sprinkles, and especially the Running Dog, a dog of a cartoon launched in the middle of a race, which has become one of the most recognizable logos in streetwear. The first Running Dog pieces in rhinestones on jeans are today collector's items. Since Pharrell took over BBC Ice Cream in 2016, the line has regained its momentum — and its place in a landscape that has rediscovered skatewear and Y2K.
RUNNING DOG: THE T-SHIRT AND THE HOODIE
The Running Dog T-Shirt, in white or black, is the entry into the brand. It comes in versions Glitter (glitter), Spray Paint (bomb effect), Tiger Stripe and Choc Chip Camo — the chocolate chip camouflage that is Ice Cream what the camo monkey is at BAPE. At the top of the pyramid, the Running Dog Popover Hood in black or broken, the Smiley Tiger Stripe Full Zip Hood and the Choc Chip Zip Through Camo : heavy fleeces, with bold prints, which don't seek discretion.
CONES & BONES, RUGBY AND DENIM : THE REST OF THE WOCKET
Ice Cream has always had one foot in the twisted preppy style. The Running Dog Rugby Shirt and the Cones & Bones Rugby Shirt with blue-green stripes take the English rugby polo shirt by adding a cone and bones. On the denim, side, the Cone & Bones Denim Carpenter Pants with a carpenter pocket, the Running Dog Double Scoop Denim Pant and the Short Running Dog Denim Vintage Wash play on the wide faded cut, in line with the return of the jorts. The Hickory Panel Denim Trucker Indigo, denim jacket with striped inserts, and the matching cap close the department with the t-shirts Sprinkles and Nice To See You.
COMMENT WEAR ICE CREAM
Like we wear a skate brand: a t-shirt Running Dog with the shorts denim and a high sock in summer, a popover hood with the Double Scoop and a chunky sneaker when it's cool. The patterns mix with each other — that’s the spirit of the house — but not with those of another brand. In our department streetwear, Ice Cream forms with BBC and BAPE the Pharrell-Nigo trilogy; his pieces can be found in our t-shirts, short and pants.
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