Icecream, which was founded by Pharrell Williams and Tomoaki Nagao, better known as Nigo, in 2005, the same year they started Billionaire Boys Club, is back but with a sleeker, more elevated aesthetic.
Williams, who still owns the brand, and his team took into account how luxury and streetwear are commingling and brought on Matthew Chevallard, the founder of Del Toro, to design the collection, which will be released as mini capsules throughout the year. The Icecream sneakers were originally produced by Reebok.
“We wanted to pay homage to what Pharrell and Nigo created but bring it up to date,” said Chevallard. “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.”
First up is a capsule that harkens back to Icecream’s diamond and dollars print. The assortment includes a made-in-Italy sneaker with leather laces, a leather-wrapped sole and a gel bottom, a velour slip-on sneaker, suede slides and a trucker hat. The line retails from $195 for the slides to R$350 for the sneakers. The footwear will be sold in clear, acrylic boxes covered with the Icecream logo.
They’ve made 30 pairs of each style and colorway, which is 120 in total, that will only be available to purchase at Billionaire Boys Club’s New York flagship in SoHo. For now, the shoes only come in men’s sizes ranging from 8 to 13, but there are plans to address women’s and children’s in the future.
While the initial release is limited, Chevallard said the goal is to release more with each capsule, which will also include luggage, apparel, skate decks and home furnishings, such as pillows. They will explore other prints and motifs that Williams and Nigo released, such as the waffle print. There are also plans to collaborate with other brands. Chevallard said he’s currently working on a partnership with Palm Angels.