ICECREAM EU teams up with Don Toliver

Introducing BBC ICECREAM’s inaugural ICECREAM EUROPE collection, as seen on American rapper, singer, songwriter and Cactus Jack star signee Don Toliver – the official face of the new drop that signifies a new era for the brand.

Let’s take a trip down memory lane. In 2004, Pharrell Williams partnered with Japanese fashion designer, DJ, record producer and entrepreneur NIGO, to launch two forward-thinking menswear collections: Billionaire Boys Club and ICECREAM, both of which drew references from the visual language of legendary Japanese graphic designer SK8THG. Conceived at a time in which luxury and street markets were slowly starting to intertwine, both lines have since become globally-renowned streetwear labels, adored by the well-dressed worldwide, and have gone on to inspire a wealth of streetwear brands that have popped up since.

Today marks the official launch of ICECREAM Europe: a collection that pays homage to the brand’s original DNA, under the creative direction of Ross Westland. But there’s more to it than nostalgia – the collection combines vintage Americana with mid-century youth aesthetics, and features the kind of pieces you’ll put on and never want to take off. See: a fresh spin on varsity letterman jackets, slouchy running dog denim pants, and preppy-meets-soft-boy knitwear in a rainbow of colours that you’ll be desperate to add to your autumn-winter rotation. See how Don Toliver styled the collection below in a shoot in collaboration with THE FACE.

The collection is exclusively available at bbci​ce​cream​.eu, with further stockists, globally from mid-November 2021.