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Billionaire Boys Club
BILLIONAIRE BOYS CLUB, PHARRELL AND NIGO'S STREETWEAR SINCE 2003
PHARRELL WILLIAMS AND NIGO FOUNDED BBC IN TOKYO
In the early 2000s, Pharrell Williams produced half of the planet's hits with the Neptunes and wore BAPE in all his photos. He meets his creator, Nigo, in Tokyo; the two men share the same obsession with toys and pop culture, and decide to design a brand together. sneakers, toys and pop culture, and decide to design a brand together. Billionaire Boys Club was born in 2003 with manager Rob Walker, and made his first public appearance in the music video for "Frontin'" the same year. Pharrell would say it in "Drop It Like It's Hot" a year later: the brand was born in music before existing in stores.
The name is a double bottom provocation - a club of billionaires who are not, where wealth is "in the heart and the mind, not in the pocket". The logo, aastronaut head in his helmet, says the other half of the program: the conquest, the unknown, Pharrell's childhood in front of space documentaries. In 2016, after four years under the control of the Iconix group, Pharrell bought 50% of the shares and took over creative direction. Since he has been at the head of Louis Vuitton Homme, BBC has become the personal brand of luxury's most exposed artistic director.
ARCH LOGO, ASTRO, DIAMONDS & DOLLARS: THE BBC CODES
Three patterns structure the selection. TheArch Logo, the name of the brand curved in an arc, is the most worn: on the T-Shirt Arch Logo black, on the Bayou Fill, Distorted and Camoversions, and on the denim. TheAstro — the astronaut helmet — is displayed on the Gem Stone Astro in rhinestones and on the Glow Astro Zip Through Hood, which glows in the dark. Diamonds & Dollars, the diamond camouflage pattern, dresses t-shirt, cargo pants and a trucker cap. The Script, in cursive writing, takes the stitch on the Script Knitted Crewneck and the t-shirts oversize.
LE DENIM BBC: ARCH LOGO SHORTS AND TROUSERS
The denim has become one of the brand's recent strong points. TheArch Logo Denim Pants, in Light Wash Blue or black, features the logo embroidered on the leg; the Faded Arch Logo Denim Shorts, in light or medium wash, is the house's jorts — wide cut, below the knee, in line with the Y2K throwback. The Distorted Arch Logo Sweatpants, on a straight leg, in black or heather gray, completes the bottom.
BBC, ICE CREAM, BAPE : THE FAMILY
Billionaire Boys Club cannot be understood alone. Ice Cream is its sister line, launched immediately for skateboarding, more colorful and more playful; BAPE is the Nigo brand from which BBC inherited the pattern culture. The three form the Tokyo–Virginia Beach axis which invented streetwear as we wear it today. In our streetweardepartment, BBC pieces can be worn with a chunky sneaker — a New Balance or a Jordan 4 — and can be found on our shelves t-shirts, short and pants.
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